In-depth look at Wide data and trend forecasting. See also https://www.slideshare.net/HollieLubbock/quant-qual-v2-98085097 for more info on the framework and details on thick data use.
7. Industry Trends
Customer Service
Reps Interviews
Census Data Shopping
Patterns
Social Sentiment
Analysis
Competitor
Analysis
Stakeholder
Interviews
Pestle Analysis
User
Interviews
Thick Data
Big Data / Quant
Wide Data
Trend Spotting &
Competitor Analysis
Media
Consumption
Patterns
Ethnography / Diary
Studies
Perceptual &
Experiential
Competitors
Search Trends
8. Who next
Far future, brand aspiration
and how to grow with them
What
What do we want to say to
her, content framework
How
How do we speak to her.
Unique tone of Voice
Where
To publish content.
Channel strategy
When
When the content is delivered.
The Publishing model
Who now
Has the biggest potential,
near future and why
8
The type of
insight
26. 02
Experience
expectation
—
Helps you understand how
consumer expectations
have changed
03
Why use
Trends
—
In an era of constant
change, they help
embrace change an
create visions for the
future
01
Builds context
—
Use in conjunction with
big data & thick data. Wide
data provides the wider
world context.
The power of
wide data