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

James Bidwell, britisk tidligere leder af Visit London og, i dag, direktør for virksomheden Springwise der arbejder med innovation, fortæller.

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 spotter?

I became a trend spotter purely by chance. I have been a fan of Springwise for many years. Springwise is fantastically placed to capitalise on this macro trend and become the global innovation brand.

Why is it important to spot trends?

Innovation is the lifeblood of business and at Springwise, our mission is to become the global brand for innovation. Spotting ideas and giving our customers the opportunity to learn, to be inspired and to innovate themselves is a great privilege. All businesses who want to remain profitable and stay ahead of their competition need to be thinking about what is around the corner at all times.

How do you define the concept of a trend?

A trend is the combination of various different innovation data points, which allows one to conclude that there is a critical mass of change afoot.

Which types of trends interest you the most?

The trend of climate change and man’s destruction of the planet is perhaps the most worrying trend of the last decade or two. However, I do believe that we can find solutions to this macro problem and that technology will play a major role.

How and where do you discover trends?

Springwise is in the enviable position of having access to over 18,000 Springspotters in 190 countries around the world. This amazing and unique network ensures that we are able to share the latest most innovative start-ups and innovation ideas from real entrepreneurs across the globe before they go mainstream. The network is growing with more Springspotters signing up each week and more and more interesting ideas being spotted. On a personal level, I believe that there is no substitution for travel, curiosity, and a thirst for all things new – which is what makes my job such fun.

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