This is the first part of trend research and management training course that is available at: http://semiosearch.lt/training/ This first presentation covers the why, what and who parts of trend research and management.

1. www.semiosearch.lt/training
PART 1 of TREND TRAINING COURSE
WHAT IS TREND RESEARCH
WHY DO WE NEED IT?

2. WHY IS IT
IMPORTANT
NOW?
Strategic foresight, future planning and trend research have been
around for a long time – why are these disciplines becoming
increasingly relevant?

3. ACCELERATING
CHANGE
With critical technology
becoming more and
more available in
different industry
sectors and financing
coming from diversified
sources, it is easier to
get innovative projects
off the ground.
PARADIGM
SHIFTS
Or we might know this
one by the name of
disruption, which basically
means a new way of
doing things that
abolishes the old ways
(think of Uber, Netflix,
Cloud and subscription
services as just a few
examples).
INNOVATION
SPILL-OVER
Consumers are getting loads
of new things in different
areas and their expectations
are now shaped by these
innovations. It means that by
getting a specific value in one
field, I form my expectations
for equivalent value
everywhere else.
WHY IS IT IMPORTANT NOW?

4. WE ARE LIVING IN
KNOWLEDGE ECONOMY
DATA IS OPENLY ACCESSIBLE,
INSIGHTS ARE NOT
with data becoming open and accessible, the need
for data synthesis and insights is growing

5. WHO NEEDS TREND
RESEARCH?

6. THE ANSWER -
ORGANIZATIONS
organizations have to keep up with accelerating change and
complex environments – they have to know how to predict change,
account for it and react to it or act based on it

7. EFFICIENT
ORGANIZATIONS
LEARNING
ORGANIZATIONS
ADAPTIVE
ORGANIZATIONS
organizations that are focused on streamlining
their processes and performing with most
effective capacity without extra resource waste
ORGANIZATIONS ARE EVOLVING
organizations that are trying to increase their
expertise in the field by constantly improving
their operational knowledge
organizations that are optimized for the
unpredictable world with processes and structures
optimized for agility and experimentation

8. EFFICIENT
ORGANIZATIONS
LEARNING
ORGANIZATIONS
ADAPTIVE
ORGANIZATIONS
DEVELOPMENT
from efficient to adaptive performance

9. IN ORDER TO BE
ADAPTIVE AND
RESPONSIVE
organizations need to have tools, processes
and methods to deal with changing
environment – one of the most important parts
of it is TREND RESEARCH.

10. THE PURPOSE OF TREND
RESEARCH AND MANAGEMENT
is to have an impact on organizational culture and
thinking

11. WHAT DISCIPLINE DOES
TREND RESEARCH FALL
UNDER?

12. organizations deal with future
through planning and strategies

13. and strategy is the essential link between the
organization and the environment that it
operates in
organizations deal with future
through planning and strategies
LINK

14. TREND RESEARCH AS A
STRATEGIC DISCIPLINE
the main purpose of trend research is to establish a link
between the environment and the things that the
organization is doing – the main difference between trend
research and other types of analytic activities is that trend
research deals not only with the present but also with future
environment

15. so TREND RESEARCH
can be defined
as activities that allow to
establish the link between
organization’s activities and its
future operating environment
present environment
future environment

16. TREND
RESEARCH IS
A STRATEGIC
DISCIPLINE

17. WHAT DOES IT
CONSIST OF?

18. TREND
ANALYSIS
TREND
MAPPING
SCENARIO
PLANNING
WHAT ARE THE MAIN TREND
RESEARCH ACTIVITIES?
analysing the structure
of the trend across
different areas and
different levels – from
the basic needs to
specific innovations and
applications and then
across different fields
mapping the
proliferation of trends
and different trend
relationships – creating
the trend landscape
with numerous options
building scenarios that
detail plausible
outcomes based on
critical trends within
the industry

19. DATA
TREND RESEARCH DEALS WITH
DIVERSE SETS OF DATA:
business developments, expert opinions, design, marketing
and branding, consumer research and insights, mass media
and content

20. METHODS
scout panels
scenario building
stakeholder workshops
expert research
consumer research
social monitoring
JUST A FEW OUT OF MANY:

21. TREND
RESEARCH
is multi-dimensional and multi-layered

22. TREND
RESEARCH
is multi-dimensional and multi-layered
AND IT HEAVILY RELIES ON SYNTHESIS
– COMBINING DIFFERENT TYPES OF
INSIGHT INTO A COHERENT AND
ACTIONABLE WHOLE

23. PEOPLE IN THE CENTRE
even though you might be discussing businesses,
innovations and technology, it is people who are always
in the center of any kind of trend research. TREND
RESEARCH is human centric.

24. www.semiosearch.lt/training
TREND TRAINING COURSE
WHAT IS TREND RESEARCH
WHY DO WE NEED IT?
- END OF PART 1 -