Els Dragt monitors trends 24/7, analyses and translates these societal shifts into brand strategies and consumer insights for various clients at Amsterdam-based agency MARE Research.
Meer over Els DragtTake a deep dive into the future with this book as your trusty companion. "How to Research Trends" shows you how to navigate and explore using the powerful tool of trend research. Learn how to scan the environment for signs of change, analyze trend spots, and apply insights to kickstart innovation.
This revised edition is designed for professionals who want to incorporate trend research into their own work. It features new interviews with professionals and agencies, as well as new theories, including Shalom Schwartz's human values model and the futures consciousness model from the University of Finland. Learn how to use trend research to explore the future, and you'll be prepared for change and the uncertainties it brings.
- Interviews with professionals that provide insights on how to implement trends.
- Various activities and tools to be used individually or in a team.
- A dedicated chapter on how to set up your own trend practice within your organization.
