Communicating & reporting trends to decision makers

Introduction CScout - Fact Sheet History Founded 1997 in New York Locations New York, Munich, London, Tokyo, Beijing Network Core Team: 15 consultants Scouts: 20 correspondents in global hotspots Focus Consumer Trend Research Topics Marketing, Consumer Technology, Lifestyle IIR Future Trends 2006 Page 4 © 2006 CScout

Introduction CScout Network - Accessing international Trends Headquarter CScout UK CScout Germany New York London Munich Florian Peter Andrea z. Strassen Monty Metzger Toronto Paris Seoul Vienna CScout Japan Tokyo San Francisco Sven Kilian LA CScout China Beijing Corne Zandbergen Shanghai Rio de Janeiro Cairo Sydney Sao Paulo Dubai Mumbai Melbourne IIR Future Trends 2006 Page 5 © 2006 CScout

Introduction CScout Methodology - Process Knowledge Transfer Ideation Realization Market Research Experience Strategic idea Recommendation • Consumer Trends in development and and selection of • Industry workshops and implementation potential partners • Target Groups on location. consulting. and agencies. • Competitors • Best Practice Innovation-Management Process IIR Future Trends 2006 Page 6 © 2006 CScout

Introduction CScout Methodology - Services Knowledge Transfer Ideation Realization 1. TrendWatchlist 6. Trend 9. Idea Creation 10.Trend Workshops Workshop Implementation 2. TrendScan 3. TrendReport 7. TrendTour 4. Socio- 8. TrendDay Semiotics Analysis 5. Consumer Dive IIR Future Trends 2006 Page 7 © 2006 CScout

Trend Reporting Trend Communication Matrix consulting Consultants Social Tech. CScout Iconoculture Trendwatching Media Lab WGSN observing forecasting Coolhunting Daily Candy PSFK reporting IIR Future Trends 2006 Page 12 © 2006 CScout

Trend Reporting Trend Communication Matrix consulting Senior Leaders Social Tech. CScout Iconoculture Trendwatching Media Lab WGSN observing forecasting Coolhunting Daily Candy PSFK reporting IIR Future Trends 2006 Page 13 © 2006 CScout

Trend Tools Innovation Team Key Question How can we track all this information? How can we sort, rank and cluster this information? How can we make sense of and evaluate all this information? How can we integrate our employee knowledge? How can we present this information to our team and superiors? IIR Future Trends 2006 Page 25 © 2006 CScout

Trend Tools Innovation Team - Key Solution Key Solution Trend Dashboard Dynamic: updated daily Social Ranking: voting, ranking, polling Crowdsourcing: employees uploading and commenting on ideas Experience: integrating slideshows and video Analysis: evaluation criteria and trend impact for each trend IIR Future Trends 2006 Page 26 © 2006 CScout

Trend Tools Trend Dashboarding Crowdsourcing Trends & Ideas: Please create three parts of the description of your trend or idea. 1. Trend-Description: What is it all about? 2. Cases & Examples: products and sales ideas for this trend. 3. Trend-Impact: What does this trend or idea mean for your group? What is your conclusion? IIR Future Trends 2006 Page 32 © 2006 CScout

Trend Tools Trend Dashboarding Analysis TrendRelevance: TrendTarget: TrendEffect: TrendLifetime: TrendStatus: Trends & Ideas: Please create three parts of the description of your trend or idea. 1. Trend-Description: What is it all about? 2. Cases & Examples: products and sales ideas for this trend. 3. Trend-Impact: What does this trend or idea mean for your group? What is your conclusion? IIR Future Trends 2006 Page 35 © 2006 CScout

Trend Tools Trend Dashboarding How do we get our team to use it? Define Key Users Make it a Key Component of each Trend Workshop and Ideation Session Export to PPT / Email Google Innovation Rule: 20% of time for pet projects IIR Future Trends 2006 Page 36 © 2006 CScout

Future Trends Key Takeaways Setup tools to participate in the world of hypercommunication. Experience trends in global hotspots to understand your future consumer. IIR Future Trends 2006 Page 44 © 2006 CScout

Keeping your finger on the pulse CScout Inc. CScout Japan Sven Kilian-Nakamura Florian Peter Daita 5-25-8, Setagaya-ku, 155-0033 Tokyo, Japan florian_peter@cscout.com Tel. +81-3-3411-1224 111 Wooster Street, 4A New York, NY 10012, USA Tel. +1-212-334 6306 Fax +1-212-401-4736 CScout China Corne Zandbergen Jianwai SOHO, Bld. 2 no. 1804, 100022 Beijing, China Tel: +86-13601195511 CScout Germany Trogerstr. 48 81675 Munich, Germany CScout UK Tel. +49 (0) 89 - 23 22 56 75 Andrea zur Strassen London, UK, Mobile +44(0)7919 557477 IIR Future Trends 2006 Page 46 © 2006 CScout

Communicating & reporting trends to decision makers

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