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How can you use trend research portfolios to develop better products?

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Trend research portfolios are collections of emerging patterns, behaviors, and preferences that can inspire and inform your product development process. They can help you identify opportunities, validate assumptions, and align your vision with your target market. In this article, you will learn how to use trend research portfolios to develop better products, from defining your objectives and scope, to collecting and analyzing data, to presenting and applying your findings.

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Dr. Nitin A.

MBBS | IIT Kharagpur | IIM Calcutta | MBA (Hospital Management, Healthcare Management, Businesses Management) | IIM…
Heba Nader

Market Research Consultant - Focused on Real Estate in Egypt & MENA | Certified (PMP)?, MBA in Marketing &…
Aarón Rosette

?Sabes qué tan satisfechos están tus alumnos, familias y profesores? | Mi trabajo es medir la satisfacción y la lealtad…

1 Define your objectives and scope

Before you start collecting and organizing trends, you need to have a clear idea of what you want to achieve and how you will measure your success. What are the goals and challenges of your product development project? Who are your target customers and what are their needs and pain points? What are the key drivers and constraints of your market and industry? How will you use the trends to generate, test, and refine your product ideas? These questions will help you define your objectives and scope for your trend research portfolio.

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Dr. Nitin A.

MBBS | IIT Kharagpur | IIM Calcutta | MBA (Hospital Management, Healthcare Management, Businesses Management) | IIM Jammu (Start-up Business Development and Growth Strategy) | Open for YouTube Collaboration.
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1. Identifying Emerging Trends ??: Analyze trend research portfolios to spot emerging consumer preferences, behaviors, and market shifts, leveraging insights to anticipate future demand. 2. Innovative Product Concepts ??: Generate creative product ideas inspired by identified trends, aligning offerings with evolving consumer needs and desires to stay ahead of the competition. 3. Tailored Product Features ??: Customize product features and functionalities based on trend research findings, ensuring that offerings resonate with target audiences and address specific pain points.

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Ajaya Sankar

Revenue Growth Strategist | Corporate Governance | ESG Practitioner | Strategic Planning & Execution | Sales & Marketing Specialist (B2B, B2C) | International Business Development | Business & Management Scientist?| MOAR
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In my opinion, trend analysis goes well beyond observing what's new and popular. A reliable way to build better products is to quantify their maturity, market potential, and customer resonance. > identify consumer shifts, technological advances, and other innovations across categories in a trend research matrix > analyze trends based on statistical forecasting models and determine market size, growth trajectory, and consumer enthusiasm > use adoption cycle models to plot trends > determine preference drivers and price sensitivity for innovative features tied to leading trends through conjoint analysis > develop new product concepts that marry key trends.

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Marzie (Mari) Kasiri

Marketing | Business Analyst
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To improve product development, begin with clear goals and a defined research scope. Collect data from various sources to spot trends in consumer behavior, technology, and market shifts. Analyze this information to identify patterns influencing product success. Rank trends based on their relevance and impact, focusing on those that match your business objectives. Share these insights with your team to steer product innovation, ensuring your offerings align with upcoming market needs and consumer preferences. This strategy keeps you ahead in meeting changing customer demands.

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2 Collect and analyze data

To build your trend research portfolio, you need to gather data from various sources, such as online platforms, social media, blogs, magazines, podcasts, reports, surveys, interviews, and observations. You can use tools like Google Trends, Trend Hunter, or Cool Hunting to find and explore trends related to your topic. You can also use your own customer feedback, analytics, and insights to complement your data. As you collect data, you need to analyze it and look for patterns, themes, gaps, and opportunities. You can use frameworks like STEEP (social, technological, economic, environmental, and political) or PESTLE (political, economic, social, technological, legal, and environmental) to categorize and evaluate your trends.

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Heba Nader

Market Research Consultant - Focused on Real Estate in Egypt & MENA | Certified (PMP)?, MBA in Marketing & International Business, Certified Marketing Researcher, & McKinsey Forward Advanced Champion
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Analyze trend research portfolios to identify emerging trends, shifts in consumer behavior, and market opportunities relevant to your industry or product category. Look for patterns, themes, and signals indicating emerging preferences, technologies, or cultural influences that could impact product development.

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Aarón Rosette

?Sabes qué tan satisfechos están tus alumnos, familias y profesores? | Mi trabajo es medir la satisfacción y la lealtad en los colegios | Ayudo a instituciones educativas a tomar decisiones basadas en datos.
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Analizar patrones y temas usando frameworks como STEEP o PESTEL te permite no solo identificar tendencias sino también entender sus implicaciones a nivel macro y micro. Este proceso convierte la vasta mara?a de información en un mapa coherente de oportunidades y desafíos.

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3 Organize and prioritize your trends

Once you have a large amount of data, you need to organize and prioritize your trends according to their relevance, impact, and novelty. You can use tools like spreadsheets, mind maps, or online platforms like Miro or Airtable to create and manage your trend research portfolio. You can also use visual aids like images, videos, or infographics to illustrate your trends and make them more engaging. You can use criteria like urgency, feasibility, desirability, or alignment with your objectives and scope to rank and filter your trends. You can also group your trends into clusters or themes that represent common or related aspects of your topic.

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Aarón Rosette

?Sabes qué tan satisfechos están tus alumnos, familias y profesores? | Mi trabajo es medir la satisfacción y la lealtad en los colegios | Ayudo a instituciones educativas a tomar decisiones basadas en datos.
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No subestimes el poder de lo visual: imágenes, videos e infografías no solo hacen tus hallazgos más accesibles, sino que también pueden revelar conexiones inesperadas entre las tendencias. Al clasificar estas tendencias, considera no solo su relevancia o novedad, sino también cómo se alinean con los objetivos de tu proyecto y el panorama más amplio de tu industria.

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4 Present and apply your findings

The final step of using your trend research portfolio is to present and apply your findings to your product development process. You can use tools like PowerPoint, Keynote, or Prezi to create and deliver your presentation. You can also use online platforms like SlideShare or YouTube to share and distribute your presentation. You should tailor your presentation to your audience and purpose, and use clear and concise language, compelling visuals, and storytelling techniques to communicate your insights and recommendations. You can also use your trend research portfolio to generate, test, and refine your product ideas, using methods like brainstorming, prototyping, or user testing.

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5 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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Heba Nader

Market Research Consultant - Focused on Real Estate in Egypt & MENA | Certified (PMP)?, MBA in Marketing & International Business, Certified Marketing Researcher, & McKinsey Forward Advanced Champion
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Use trend research portfolios as a source of inspiration and stimulus for creative brainstorming and ideation sessions. Encourage cross-functional collaboration and diverse perspectives to generate innovative product concepts, features, and designs inspired by emerging trends and insights.

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How can you use trend research portfolios to develop better products?

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1 Define your objectives and scope

2 Collect and analyze data

3 Organize and prioritize your trends

4 Present and apply your findings

5 Here’s what else to consider

Market Research

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How can you use trend research portfolios to develop better products?

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2

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5

1 Define your objectives and scope

2 Collect and analyze data

3 Organize and prioritize your trends

4 Present and apply your findings

5 Here’s what else to consider

Market Research

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