Hvordan arbejder en trendforsker? Hvad er en trend egentlig? Hvorfor og hvordan bliver man trendforsker? Og hvordan spotter og analyserer de selv trends?

Vi har spurgt Alf Rehn, finsk professor i management, foredragsholder og forfatter til flere bøger heriblandt “Farlige ideer – når provokerende tænkning bliver dit mest værdifulde aktiv”.

Dette er et lille uddrag af bogen ’Trendsociologi v. 2.0’ udgivet af pej gruppen. Køb bogen her. 

Why and how did you become a trend forecaster?

I think trend forecasting chose me, actually. I have done quite a lot of public speaking on creativity and innovation. As someone with a great interest in technological development and gadgets, I often, almost by accident, presented things that people had not heard of before, and over time people started asking me to comment directly on trends and future opportunities.

Why is it important to forecast trends?

By considering both the possibilities and problems of trends, both their boons and the biases involved in trying to spot them, we become better at realising how easy it is to be tricked by what we think we know and we think we see.

How do you define the concept of a trend?

Trends are ephemeral and should perhaps be understood as vectors rather than material things. So, for me, a trend is a vector in the world, imagined or real, that has the potential to affect us.

Which types of trends interest you the most?

My favorite trends are actually anti-trends, counter-trends, and taboo-trends. Where many tend to focus on the kinds of trends everyone else is seeing as well, I have always been more interested in how we can find and think about the kinds of things that do not fit our current image of trends.

How and where do you discover your trends?

I read, incessantly. I read books, magazines, Twitter-feeds, you name it. I follow over 500 RSS feeds daily. It takes time, but it has become part of my routine. In addition, as a speaker and a strategic advisor, I travel quite extensively and get to see many companies and other organisations. Often, the future can be found in corporate labs. Or, for that matter, in the alleyways of whatever city I am in.

I sommeren 2015 udgav pej gruppen den ultimative grundbog i trendforskning. Da den er en grundbog får den (forhåbentlig) en lang levetid.

Bogen består af tre dele:

1. Teori om og praktisk beskrivelse af, hvad en trend er, hvordan den spredes og hvilken effekt den kan have. Her er det alt lige fra de store gigatrends til de små døgnfluer, der er dækket ind ligesom industritrends, kategoritrends, forbrugertrends mv. beskrives.

2. Interview med 17 af verdens bedste trendforskere ud fra grundlæggende spørgsmål om, hvordan de definerer en trend, hvordan de arbejder med dem og hvordan de er endt i denne profession.

3. Praktisk procesbeskrivelse (5 faset proces) med konkrete metoder og værktøjer til selv at arbejde med trends.

Over de kommende måneder vil jeg (og pej gruppens medier både online og offline) dele lidt mere af indholdet med læserne / følgerne og her er således første lille historie baseret på de mange interviews.

Skulle der være nogen, der er interesseret i at få hele bogen i hånden selv (den er på 400 sider), så kan den købes her