The Next Big Thing: Predicting Consumer Behaviour

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A guide to the basics of trend forecasting

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The Next Big Thing: Predicting Consumer Behaviour

  1. 1. William Higham Next Big Thing 03/09/13 THE NEXT BIG THING SPOTTING & FORECASTING CONSUMER TRENDS
  2. 2. A LITTLE BACKGROUND
  3. 3. WHY TRENDS?
  4. 4. WHY TRENDS?
  5. 5. WHY TRENDS?
  6. 6. WHAT ARE TRENDS?
  7. 7. WHAT IMPACT DO TRENDS HAVE? Strategy New Products Marketing Sales Human Resources Comms
  8. 8. HOW DO TRENDS HAPPEN? 1. External Drivers 2. Changing Attitudes 3. Future Behaviour
  9. 9. HOW DO TRENDS HAPPEN? 1. Prosperity 3. 2. Confidence Spending
  10. 10. HOW CAN YOU SPOT A TREND? 1. Identify External Drivers 2. Determine Changing Attitudes 3. Anticipate Future Behaviour
  11. 11. HOW CAN YOU SPOT A TREND? Services catering for new needs Changing attitudes or behaviour New externa l drivers
  12. 12. PREDICTION
  13. 13. HOW SHOULD YOU ANALYSE A TREND? What … is the trend? Why … is it happening? When … will it peak? How … strong will it be? Where … will it spread? Who … will it affect?
  14. 14. HOW YOU CAN TELL A TREND FROM A FAD?
  15. 15. HOW YOU CAN TELL A TREND FROM A FAD?
  16. 16. HOW YOU CAN TELL A TREND FROM A FAD? 1. External Drivers 2. Changing Attitudes 3. Future Behaviour
  17. 17. HOW CAN YOU USE A TREND? Strategy New Products Human Resources Marketing Sales Comms
  18. 18. TO SUM UP Strategy New Products Marketing 2. Changing Attitudes New extern al driver s
  19. 19. THANK YOU

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