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How can trend research foster creativity and innovation in your organization?

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Trend research is the process of identifying, analyzing, and validating the changes and opportunities that affect your market, customers, and industry. It can help you anticipate and adapt to the evolving needs and preferences of your audience, as well as gain insights into the competitive landscape and the emerging technologies and innovations. In this article, you will learn how trend research can foster creativity and innovation in your organization, and how to apply some practical tools and methods to conduct it effectively.

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Dirk Sperrfechter

Senior Director Global Business Development @Kantar | LinkedIn Top Voice | Retail, Retail Media and ECommerce |…

1 Benefits of trend research

Trend research can offer multiple advantages for an organization's creativity and innovation, including inspiring new ideas and solutions, validating existing ones, alerting to potential risks and opportunities, and providing a common language and framework to share your vision. It can also help refine your ideas and solutions by testing them against the current and future trends and scenarios, as well as help you avoid being surprised by disruptive changes or threats. Additionally, trend research can assist in communicating and collaborating better with stakeholders.

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Anthony Judd Jr

A results-driven professional blending digital marketing expertise with nonprofit leadership.
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The best and worst thing about trends. They can outline your marketing plan for that year or quarter. The major issue is that a trend can disappear just as fast. I suggest that you take that trend and find a way to put your twist on it. Creating a new framework, ideas, and solutions.

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Dirk Sperrfechter

Senior Director Global Business Development @Kantar | LinkedIn Top Voice | Retail, Retail Media and ECommerce | CX&Analytics expert | Qualtrics&Medallia Certified | Future Mobility & Sustainability | Author | Triathlete
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There`s no doubt that results from market research trend projects play a pivotal role in nurturing creativity and innovation within organizations because trend research exposes teams to emerging ideas, technologies, and societal shifts. This expanded awareness encourages divergent thinking, inspiring novel solutions. Moreover, by tracking trends, organizations can anticipate market shifts and adapt proactively. This foresight enables them to pivot swiftly, fostering an environment conducive to experimentation and risk-taking. Finally, they help understanding trends helps organizations align their offerings with customer needs to become truly customer-centric.

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2 Sources of trend research

When it comes to trend research, there are many sources of data and information you can use to get an understanding of your market, customers, and industry. Secondary research involves using existing sources such as reports, articles, books, podcasts, blogs, newsletters, and social media. Primary research involves conducting your own research through surveys, interviews, focus groups, observations, and experiments. Lastly, expert research involves consulting experts such as industry analysts, thought leaders, influencers, academics, and consultants. All of these sources can help you gain insights into the needs and behaviors of your customers as well as validate your assumptions and hypotheses. Additionally, they can provide informed opinions and perspectives on the current and future trends and challenges as well as best practices.

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3 Methods of trend research

Trend research can be used to organize and interpret data from multiple sources. Trend mapping, for example, can help identify key drivers and dimensions of change, while trend analysis can help evaluate potential scenarios and outcomes. Additionally, trend synthesis can be used to synthesize trends and their insights, articulating main themes and recommendations. Visual representations of trends, such as matrices, diagrams, charts, or maps, can be used to cluster and categorize trends according to their relevance, impact, and uncertainty. Ultimately, trend research provides valuable insights to stakeholders about the underlying patterns and dynamics of change.

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4 Tools of trend research

Trend research can be supported and enhanced through various tools, such as trend databases, trend frameworks, and trend reports. Trend databases are online platforms that collect and curate trends from different sources. Trend frameworks are models and concepts that help structure and analyze trends. Lastly, trend reports are documents that summarize and communicate trends and their insights. All of these tools can be used to access and explore a wide range of trends, filter and search them according to criteria, guide and facilitate trend mapping and analysis, compare and contrast different trends and factors, document and share research results, as well as to inspire and inform your audience.

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5 Tips for trend research

To conduct effective trend research, you need to define your research objectives and scope, be curious and open-minded, be critical and selective, and be creative and innovative. Doing so will help you focus on the relevant information, discover unexpected insights, ensure the quality of your research, generate new ideas and solutions, and adapt to changes. Trend research is a powerful tool that can foster creativity and innovation in an organization by helping to identify changes and opportunities in the market, customers, and industry. It can also alert you to potential risks and opportunities ahead, as well as provide a common language for stakeholders to share their vision and strategy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dirk Sperrfechter

Senior Director Global Business Development @Kantar | LinkedIn Top Voice | Retail, Retail Media and ECommerce | CX&Analytics expert | Qualtrics&Medallia Certified | Future Mobility & Sustainability | Author | Triathlete
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There are a number of reasons why I would suggest to valide trend research findings before implementing them in an organization is crucial for robust decision-making. The main ones in my view are: 1. Cross-Referencing: Compare findings with other reputable sources or studies. Only consistent trends enhance credibility. 2. Market Research tools and KPIs e.g. use appropriate statistical tests to validate trends such as P-values, confidence intervals, and effect sizes matter. 3. Expert Review: Seek input from domain experts internally and externally. Their insights validate or challenge findings. 4. Pilot Testing: Implement findings on a small scale first. Evaluate outcomes and adjust as needed.

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How can trend research foster creativity and innovation in your organization?

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6

1 Benefits of trend research

2 Sources of trend research

3 Methods of trend research

4 Tools of trend research

5 Tips for trend research

6 Here’s what else to consider

Market Research

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How can trend research foster creativity and innovation in your organization?

1

2

3

4

5

6

1 Benefits of trend research

2 Sources of trend research

3 Methods of trend research

4 Tools of trend research

5 Tips for trend research

6 Here’s what else to consider

Market Research

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