Markets are made where today none yet exist. But where are the potential markets of tomorrow? How can I anticipate change in my market segment?
What interests companies today is not so much abstract theory as much as action-oriented work with trends. Thanks to our ongoing analysis of consumer trends, we can define change factors in the market environment and derive from them strategically relevant areas of innovation for companies and brands. In so doing, we pay close attention to how these fit into – or can be adapted to – current business and innovation processes, so that creative concepts can in fact be realized, too.
„The way forward is paradoxically to look not ahead, but to look around“Paul Duguid, in “The Social Life of Information”
What’s the big picture of how my market will look in the future? Where do opportunities and risks lie?
Trend research means correctly interpreting the “weak signs” that herald any market change. Using international trend studies and innovation scans, we continuously analyze und aggregate the drivers of the consumer world. In our digital trend navigation map, the Change Router, we map relevant consumer trends to predict how they will impact consumer behavior and markets. This allows brands and businesses to react quickly and ensure their future success.
What do current trends mean for my industry specifically? What kind of directions might these trends go in the future?
A trend can impact your business in a variety of ways. We decode the trends and elucidate the (consumer) psychological and (consumer) cultural drivers behind them. We investigate these by employing our consumer networks of lead users or by discussing them with experts on our Delphi panels. Our extensive database of experts includes specialized journalists, authors, academic researchers, economic advisors and artists from around the world. Their forecasts and perspectives allow for a factual assessment of trend characteristics and market potential. The results are posted in an internal digital trend portal for discussion and evaluation, enabling working with trends to become an integral part of your corporate culture.
What are the future scenarios for my company? How will fundamental changes impact my market’s future?
The best way to get a preview of the possible markets of tomorrow is with a scenario study. This is especially relevant for markets in transition (which are influenced for example by new laws, technologies and competitors). For a comprehensive scenario study, we distill insights from the change analysis and trend explorations to come up with plausible future development trajectories in multiple conceivable future scenarios. Use cases, playful projections of future consumer behavior, make these scenarios especially vivid.
What are the implications for my company’s future business? Which innovation strategies and corporate vision can be derived from market scenarios?
The results of the forecasting process are fleshed out further in a strategy workshop with customers and experts. To do this we use innovative creative methods (e.g. future gaming using Lego Serious Play TM) to overcome mind barriers to seeming limitations in terms of market positioning and business model and to conquer new territory. In this way it is possible to formulate prescient business strategies, business concepts and models.