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Henry Ford famously said, if he’d asked his customers, they wouldn't have asked for a car, just a faster horse. Actually that would have been a really useful answer, as it would have revealed the changing attitudes which created a demand for the car. Ford's Model T succeeded precisely because it fulfilled a new psychological need for speed. Because it was, in effect, a faster horse. This presentation shows how consumer trends are typically driven by changing consumer psychology and more importantly, how recognising those changes helps accurately predict your customers' future needs and behaviours.