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How to Research Trends

Move Beyond Trendwatching to Kickstart Innovation

E-book Epub met watermerkbeveiliging Engels 2023 1e druk 9789063696740
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Samenvatting

Understanding trends, the emerging values and needs of groups in society provides you with a foundation to innovate and create change. This book gives you a candid and unbiased overview of the trend research process. lt brings a structured, research-based approach to the table instead of a crystal ball.

'How to Research Trends' is practical, hands-on and offers multiple perspectives on researching trends for professionals and trend students around the globe. lt shows you that researching trends is a skill that combines the intuitive and the analytical.

This book is written for everyone interested in human-centred innovation and for everyone interested in learning more about trend research. Trend research includes so much more than just hypes, styles and the latest gadgets. It studies change and provides an analysis of emerging shifts in people's needs and wants. These trend insights are essential during any innovation process as a foundation to create future proof concepts that improve people's quality of life.

Based on a 3 step method, you will learn in a hands-on way to scan your environment for signs of change, analyse your trend spots and apply your trend insights to kick start innovation. This book synthesises existing theories, concepts and ideas on trend research. The interviews with experts and students will guide you on your trend journey. This will help you to innovate and create change in the short and long term and execute your own trend research.

Specificaties

ISBN13:9789063696740
Taal:Engels
Bindwijze:e-book
Beveiliging:watermerk
Bestandsformaat:epub
Aantal pagina's:192
Druk:1
Verschijningsdatum:13-3-2023
Hoofdrubriek:Marketing
ISSN:

Expertrecensies (1)

recensie
How to Research Trends
Freija van Duijne | 26 juni 2017
For many people, trends tend to feel fussy and intangible. Trend research as a professional occupation is seen as equally vague. The opposite couldn’t be more true. Trend research is a very structured approach.
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Interviews en artikelen (1)

interview
Els Dragt: ‘Word geen schizofreen merk dat op alles schiet’
Ronald Buitenhuis 7 juli 2017 Trendonderzoek gaat gepaard met veel stereotyperingen. Het moet allemaal hip en hyperig zijn. Het verleden is minstens zo belangrijk, stelt Els Dragt in haar boek How to Research Trends. ‘Het is veel belangrijker veranderingen echt te begrijpen dan blind hypes volgen.’

Over Els Dragt

Els Dragt monitors trends 24/7, analyses and translates these societal shifts into brand strategies and consumer insights for various clients at Amsterdam-based agency MARE Research. As a lecturer, she shares her trend expertise with future trend professionals at Fontys International Lifestyle Studies.

Andere boeken door Els Dragt

Inhoudsopgave

FOREWORD
INTRO

#1 REWIND
INTRO
WHY RESEARCH TRENDS?
FUTURES’ PAST
PAST, PRESENT, FUTURE
PREDICTION OR EXPLORATION?
A PROFESSION
SUMMARY

#2 FRAMEWORK
INTRO
TREND DEFINITION
CHANGE
TREND LEVELS
FORCES
VALUES AND NEEDS
ADOPTERS OF INNOVATION
TREND RESEARCH CYCLE
SUMMARY

#3 SCAN
INTRO
OBSERVE
SCAN STEPS
STEP 1: SPOT
STEP 2: SELECT
STEP 3: DOCUMENT
SUMMARY

#4 ANALYSE
INTRO
PIECING THE PUZZLE
ANALYSE STEPS
STEP 1: CLUSTER
STEP 2: VALIDATE
STEP 3: LABEL
SUMMARY

#5 APPLY
INTRO
TREND INSPIRED INNOVATION
APPLY STEPS
STEP 1: SCOPE
STEP 2: COMMUNICATE
STEP 3: TRANSLATE
SUMMARY

#6 FORWARD
INTRO
THE PROFESSION MOVING FORWARD
MOVING FORWARD YOURSELF
SUMMARY

OUTRO
ACKNOWLEDGEMENTS
SOURCES

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