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

David Mattin, britisk forfatter til bogen “Trend Driven Innovation” og leder af Trends & Insights hos Trendwatching, deler her sine erfaringer.

Why and how did you become a trend forecaster?

I had been a journalist for ten years by the time I joined Trendwatching. I had been aware of the company Trendwatching for a long time before that and often read their reports for ideas, and given the direction my interests were taking it seemed a natural progression to join the team in 2012.

Why is it important to work with trends?

In the end, trends are about success. If it is your job to put anything – new products, services, campaigns, business models, anything – in front of consumers, then trends will give you a much greater chance of success, because they will mean your innovations are grounded in what consumers want and where they are heading. But note: Spotting trends is not enough. That is only the first step. You also have to apply them. Trends are there to be used and should make your business more profitable.

How do you define the concept of a trend?

To my mind, a consumer trend is simply a newly-emerging pattern of behaviour, mindset or expectation among a group of people. New trends emerge when external change unlocks new ways of serving age-old human needs and wants. By looking at lots of innovations and seeing the patterns that link them, we can spot new trends and see where consumers are heading next.

Which types of trends interest you the most?

I am interested in all consumer trends, because I am obsessed by the study of people, how they live their lives, how they think, and how that is changing.

How and where do you discover trends?

On a company level, a network of thousands of spotters across the globe who are constantly alerting us to the latest new products, services, and campaigns in their markets. On a personal level  I always keep my eyes open for new innovations, behaviours and signs that people are thinking in new ways. You never know what kernel of data might help identify a new and powerful trend.

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