Starting to watch trends


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A simple guide to start watching trend in your organisation

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Starting to watch trends

  1. 1. Trend Watching proposal “ Trends are the New Trend.” - Reinier Evers (
  2. 2. Background <ul><li>Information gathering </li></ul><ul><li>Research </li></ul><ul><ul><li>Various sources </li></ul></ul><ul><li>One of the things that have changed in the last few years is the number of people saying that lots of things have changed in the last few years . </li></ul><ul><li>There are more of them, and what they have spotted are trends. </li></ul><ul><li>Trend watching is more important than ever </li></ul><ul><ul><li>Changes in environment happening faster </li></ul></ul><ul><li>Few trend watching “unit” in South Africa </li></ul>
  3. 3. Objectives <ul><li>Set-up and manage a resource centre </li></ul><ul><li>Trend & resource development, training and sharing </li></ul><ul><li>Promote innovation </li></ul><ul><li>Build a library / resource center </li></ul><ul><li>External seminars </li></ul>
  4. 4. Deliverables <ul><li>Intranet / resource center </li></ul><ul><li>Information requests </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Advert monitoring & gathering </li></ul></ul>
  5. 5. Process <ul><li>6 stages & Roles – From: The Ten Faces of Innovation by Tom Kelley </li></ul><ul><ul><li>Information Gathering </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Analysis & Hypothesis </li></ul></ul><ul><ul><li>Sharing & Building </li></ul></ul><ul><ul><li>Presenting </li></ul></ul><ul><ul><li>Re-evaluation & dissemination </li></ul></ul><ul><li>Various roles required for each stage </li></ul><ul><li>Resources required – discussed later </li></ul>
  6. 6. Process Stage 1 – Information gathering <ul><li>The anthropologist </li></ul><ul><ul><li>Observes & collects information, develops insights </li></ul></ul><ul><li>Reading Material </li></ul><ul><li>Magazines & books </li></ul><ul><li>Secondary reports </li></ul><ul><li>Internal collection </li></ul><ul><ul><li>Staff </li></ul></ul><ul><li>Events & expo’s </li></ul>
  7. 7. Process Stage 2 – Experience <ul><li>The experience architect & anthropologist </li></ul><ul><ul><li>Go out and experience trends, products & behaviours </li></ul></ul><ul><li>Video, photo’s and interviews </li></ul><ul><li>Internal discussion for staff </li></ul>
  8. 8. Process Stage 3 – Analysis & Hypothesis <ul><li>Collaborator, experimenter & storyteller </li></ul><ul><ul><li>Bring information together, test information and turn it into a “story” that others can easily understand. </li></ul></ul><ul><li>Strategic support (internal) </li></ul><ul><ul><li>Collaboration with Saatchi global </li></ul></ul><ul><li>Monthly review & internal focus groups </li></ul><ul><li>Categorization </li></ul>
  9. 9. Process Stage 4 – Sharing & building <ul><li>Storyteller, set designer, cross-pollinator & hurdler </li></ul><ul><ul><li>Designing of collateral and physical space, look for different possibilities and overcoming obstacles </li></ul></ul><ul><li>Use of physical space </li></ul><ul><li>Trend wall with interactivity </li></ul><ul><li>Intranet </li></ul>
  10. 10. Process Stage 5 – Presenting <ul><li>Storyteller and Director </li></ul><ul><ul><li>Tell stories in a professional manner </li></ul></ul><ul><li>Internal presentation </li></ul><ul><ul><li>Themed & interactive </li></ul></ul><ul><li>External </li></ul><ul><ul><li>Quarterly breakfast seminars etc. </li></ul></ul>
  11. 11. Process Stage 6 – Re-evaluation & dissemination <ul><li>Caregiver and director </li></ul><ul><ul><li>Support and direction </li></ul></ul><ul><li>Regulars </li></ul><ul><ul><li>Newsletter, wiki, trend wall </li></ul></ul><ul><li>Re-evaluation </li></ul><ul><ul><li>Compare to previous work </li></ul></ul><ul><ul><li>Ensure still relevant </li></ul></ul>
  12. 12. Costs & timings <ul><li>30 magazine subscriptions per anum? </li></ul><ul><ul><li>Local and international </li></ul></ul><ul><li>University library membership </li></ul><ul><ul><li>Yearly </li></ul></ul><ul><li>Industry Reports </li></ul><ul><ul><li>Trends, marketing and advertising </li></ul></ul><ul><li>Books </li></ul><ul><ul><li>3-5 monthly </li></ul></ul>
  13. 13. Costs & timings (on an ongoing basis) <ul><li>Week 1 </li></ul><ul><li>Information gathering (3 – 5 days) </li></ul><ul><li>Experience + opportunity for weekend (2-4 days) </li></ul><ul><li>Week 2 </li></ul><ul><li>Experience + extra information </li></ul><ul><li>Analysis & hypothesis(3-4 days) </li></ul><ul><li>Week 3 </li></ul><ul><li>Sharing & Building (5 days) </li></ul><ul><li>Week 4 </li></ul><ul><li>Presenting - internal (1day) </li></ul><ul><li>Re-evaluation & Dissemination (4 days) </li></ul><ul><li>Client presentations (1day) </li></ul>
  14. 14. Thank You