This document provides guidance for spotters in trendwatching.com's Insight Network (tw:in). It explains that tw:in discovers worldwide innovations that support trends trendwatching.com tracks. Spotters are asked to submit examples from various contexts. Spotters earn points for accepted submissions and can redeem points for gifts. Submissions provide trendwatching.com with evidence of trends for over 1,200 clients. The document offers tips on writing high-quality submissions and provides examples of previous trend requests and spotter responses.

1. THE
HANDBOOK

2. HELLO
This is a guide for veteran
and rookie Spotters. It
contains tips, examples
and more, so that you
know exactly what we are
after and are inspired to
send your spottings to us!

3. CONTENTS
04
05
06
07
What is tw:in?
trendwatching.com
What makes a great spotter
What’s in it for you
09
11
13
16
Let’s get started
Writing a submission
Tips
Example requests and spottings

4. tw:in is trendwatching.com’s
Insight Network.
90+ countries 3,000+ Spotters
As part of this network of savvy spotters, you discover
innovations around the world which support the trends
trendwatching.com track. From major brands to small businesses,
from low-income to luxurious, from urban to rural, from Beijing to
Boston… we want to see it all.
WHAT IS
TW:IN?
4

5. Your spottings provide trendwatching.com with worldwide
evidence of its trends. This global view is part of what makes it
such a valuable resource for business professionals.
Your great spottings could end up in the free monthly Trend
Briefings and Region-Specific Bulletins and the Premium
Innovations Database, accessible to our 1,200+ clients.
Here are just some of our clients:
5

6. Curious and observant
OPEN-MINDED AND OPINIONATED
GREAT AT SPOTTING NEW INNOVATIONS
WHAT MAKES
A GREAT
SPOTTER?
The innovations you see can be a new startup, new products or
services, or new marketing campaigns.
A great Spotter sees innovation all around them: on a billboard, in a
local café, in a magazine, at a museum, from a friend’s tweets, and
more.
And anyone can be a Spotter: you don’t have to be stylish (we’re not
about fashion ;) it’s about discovering fantastic local content.
6

7. We track all your submissions and when we accept one it’s awarded
points. Points can be tracked on your Profile page and, once you’ve
earned enough, they can be redeemed for gifts including Amazon
vouchers, Kindles, iPads and more!
Along with the gifts, we also call out great innovations in our Spotting
of the Month feature in the monthly newsletter, and include them on
trendwatching.com’s social media.
And it’s something you can share with your colleagues and put on
your résumé!
WHAT’S IN IT
FOR YOU?
7

8. As well as points, and getting your spottings seen by some of
the biggest brands in the world, you get an exclusive insight into
trendwatching.com’s trend thinking before anyone else.
We also host regular Google Hangouts with
trendwatching.com’s top trend thinkers, giving
you access to additional information and the
chance to ask in-depth questions about
each trend.
Our Spotlight events gather together a panel
of speakers to discuss and debate the wider
topics surrounding our trends. The tw:in
network are the first to hear about them,
and a recording is available for anyone who
couldn’t attend.
INSIGHTS
8

9. LETS GET
STARTED!
9

10. When you log into your account you will see Live Requests;
these are the current trends that are ready and waiting for
your submissions.
Each Request is for a different trend we are tracking. Some
are for existing trends and some are completely new, so you
are the first to see them!
To see the full description click on the request title. It will
explain what we are looking for and include a few real-world
examples.
Next is your Profile, containing your total points, past
submissions and your details.
Featured Spotters is a chance to see the network’s best
Spotters, and be inspired by them.
YOUR
HOMEPAGE
10

11. See all the Live Requests for the trends
we’re currently tracking.
Get extra tips and advice on spotting
examples of our trends by downloading the
Handbook or visiting tw:in’s Google+ page.
See what is available, and make claims once
you have enough points.
This contains your total points, past
submissions and is where you can update
your details.
Get exclusive insights from trendwatching.
com through our Google Hangouts and the
Spotlight events.
Return to the main tw:in homepage.
You can also navigate to:
HOME
REQUESTS
TIPS
GIFTS
PROFILE
LIVE
11

12. WRITING A
SUBMISSION
12

13. Please tell us WHEN it happened if you can.
Include a URL that either links directly to the brand/
product/service/business or to an article about it.
If you have any supporting images you can add them
with the choose file button.
You are automatically notified as soon as we process
your spottings.
Once you have clicked SUBMIT, choose the relevant trend
name from the drop-down menu.
Your submission has to be in English; we wish we had the
capability to handle other languages but we don’t at this
point!
Each spotting needs its own submission. Please do not
put multiple innovations into one entry.
Always include the WHO, HOW and WHERE:
which brand or company did it?
how does it work?
which country did it happen in?
WHO
HOW
WHERE
13

14. TIPS
14

15. We love seeing examples from
your local region.
We cannot accept examples that are
more that 3 months old.
Make sure what you send actually
relates to the request.
LOCAL
RECENT
RELEVANT
14

16. HOW TO
IMPROVE
• We focus on consumer trends, so make sure it is B2C (business-to-
consumer), not B2B (business-to-business).
• We read a lot… so if you send us something from major content
providers (e.g. The New York Times, PSFK, Springwise, TechCrunch,
Fast Company) we are more likely to have already seen it.
• If your submission has already been spotted (by us or your fellow
Spotters) we can’t award points for it.
• But we usually don’t have access to your local newspaper or blogs
in your native language, and probably haven’t read these. It’s the
advantage you have over us (and one of the many reasons you are all
so valuable ;)
• Finally, the more you submit, the better you’ll get!
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17. EXAMPLES
Here are three examples of
previous Trend Requests along
with three cool spottings from
the tw:in network.
16

18. Request:
Internet of
caring things
Spotter’s
response:
How connected objects are getting
personal
Talking toys allow parents to send
voicemails to kids
Description:
By Pien Geerlings (23)
For many consumers, managing their life via a smartphone
is nothing new. Whether changing the temperature of their
house or monitoring their car’s performance, being part of
the Internet of Things makes life easier, provides access to
more information and is simply exciting.
We want to see how brands are transforming the Internet
of Things into the INTERNET OF CARING THINGS, and
connecting objects that look after your personal wellbeing.
We want to see ‘dumb’ objects that have become ‘smart’ to
help with self-improvement, safety, health monitoring and
even budgeting.
Surpassing its target on Kickstarter during December 2013,
Toymail is a range of talking toys that allow parents to stay
in touch with their kids when traveling. The wifi enabled
‘Mailmen’ sync with an iOS app that allows parents to record
and save voicemail messages, which are played through
the toy in each character’s voice. Kids can reply to the last
message received via a button on the device, with replies
played back through the app.
Freelance trend researcher and
concept developer
Roermond, Netherlands
TOYMAIL
17

19. Request:
SYMPATHETIC
PRICING
Spotter’s
response:
Imaginative discounts that offer a
helping hand in difficult times, or
support shared values.
Japanese pub offers discounts to
balding customers
Description:
By Raymond Neo (34)
Consumers across the globe seem to face an ever-
increasing number of challenges and demands in their
complex lives. Sympathetic brands are identifying their
‘pain points’, from the inconvenience of strikes, government
restrictions or traffic jams to discrimination, bad weather or
high crime rates, and alleviating them with flexible pricing
or interesting deals.
We are looking for examples of brands who are using
discounts to offer a helping hand in difficult times, show
they support a shared value, and relieving consumer
frustration with innovative pricing strategies.
Opened in Japan during April 2014, Otasuke (“Helping
Hands”) is a pub offering discounts to balding customers. A
sign posted outside the establishment explains its support
for “hard-working fathers losing their hair” due to job stress.
Each bald customer gets JPY 500 (around USD 5) off their
bill, with a secret perk saved for balding groups of six.
Manager in a Manufacturing Company
Kuala Lumpur, Malaysia
Otasuke
18

20. Request:
CELEBRATION
NATION
Spotter’s
response:
Flaunting the new ‘it’ cultures
T-shirt range celebrates multicultural
alphabets
Description:
By Sylvia Chaehee Choe (36)
As consumers from BRIC’s and N-11’s are reveling in their
countries becoming economic and cultural powerhouses,
they are looking for new ways to celebrate this rise.
Symbols, lifestyles and traditions that were previously
downplayed are being brought up-to-date, and brands are
joining in and promoting what is great about these newly
emerging economies.
We want to see examples of brands showcasing and
celebrating old traditions and customs, and not current
events (like the World Cup). This could be through the
addition of a luxury element, collaborating with a cultural
icon, or updating a heritage classic with a modern mash-up.
Show us how brands are celebrating your nation’s identity!
May 2014 saw South Korea-based fashion label Nohant
collaborate with local actor Yoo Ah-in on the New Kidz
T-shirt range. The actor designed a print combining the
Korean and English alphabets; the names of recognizable
cities (Seoul, Paris and New York, for example) were re-
written with a mix of letters from both alphabets. Prices
started at WON 54,000 (USD 53) and all proceeds were
donated to the Beautiful Foundation: a non-profit aiding
disadvantaged Korean children.
Associate Director at HMK Research House
Seoul, South Korea
Nohant
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21. We try to keep abreast of global happenings as best we can from our offices in London, São
Paulo , Lagos, New York and Singapore, but there is a certain amount we can’t see.
We aren’t immersed in your national culture, or your local scene. You are. We want you to be
motivated to represent your region and send us plenty of cool innovations from wherever
you live :)
If you move to another country or city after signing up, please let us know. We will always
try to email you when we are in your town so that we can meet you and other local Spotters.
We’ll even buy you a few drinks to sweeten the deal!
Finally, please don’t hesitate to email me with any questions or suggestions you have about
the network. We are always looking for ways to make it bigger and better!
We hope this handbook has
helped explain how tw:in
works and inspired you to
contribute!
Victoria Foster,
Head of tw:in
spotters@trendwatching.com
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22. GET
SPOTTING!
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