The Trend Forecaster's Handbook

Informationen zum Autor Martin Raymond is a co-founder of The Future Laboratory. He regularly lectures at universities and commentates on trends and business for the BBC. He is a contributing editor for Wired UK! and a fellow of the Royal Society of the Arts. Martin has written several books including The Tomorrow People: Future Consumers and How to Read Them. Suitable for students and tutors keen to know about the world of trends, trend forecasting and consumer-insight techniques, this book takes us through the world of trend forecasting and consumer insight in a step-by-step way, with quotes, interviews and case studies of key players. Zusammenfassung Suitable for students and tutors keen to know about the world of trends! trend forecasting and consumer-insight techniques! this book takes us through the world of trend forecasting and consumer insight in a step-by-step way! with quotes! interviews and case studies of key players.

Autorentext
Martin Raymond is a co-founder of The Future Laboratory. He regularly lectures at universities and commentates on trends and business for the BBC. He is a contributing editor for Wired UK, and a fellow of the Royal Society of the Arts. Martin has written several books including The Tomorrow People: Future Consumers and How to Read Them.

Klappentext

Suitable for students and tutors keen to know about the world of trends, trend forecasting and consumer-insight techniques, this book takes us through the world of trend forecasting and consumer insight in a step-by-step way, with quotes, interviews and case studies of key players.

Inhalt

1/ The Anatomy of a Trend Definition of a trend forecaster/ Definition of a Trend/ Memes and trend viruses/ Diffusion of innovations/ Diffusion of innovation types/ Diffusion of innovation curve 02/ The Trend Forecaster's Toolkit Stuff: the importance of new things in the culture/ Cultural brailling/ Cross-cultural analysis 03/ The Intuitive Forecaster Left brain and right brain thinking/ Whole brain thinking/ Gut intuition/ Expert intuition/ Strategic intuition 04/ Network Forecasting Network forecasting/ The rule of diversity in networks/ The 80/20 principle/ Hierarchical networks/ Collaborative networks/ Distributive networks 05/ Cultural Triangulation Triangulation/ The interrogation stage/ The observation stage/ The intuition stage/ Writing up your report 06/ Scenario Planning The origins of scenario planning/ Scenario planning stages 07/ Insight, Strategy and Innovation The inspiration stage/ The translation stage/ The product development stage