Welcome back to 52 Weeks of Marketing Wisdom where we showcase, review and encourage people to discover a new book a week via five key themes; Foresight, Customer, Strategy, Creativity & Innovation. Plus two "wild cards" to take us up to the magic number 52.
Each week we will review a book, provide a summary of why we think it's a good read for anyone in Marketing and some quotes to get you in the zone.
They range from business/marketing classics to hot off the press debuts and everything in between.
Our programme is aimed at busy marketing professionals in-house and agency side who want to be inspired, learn and grow through reading.
We are now four weeks in we thought we'd get down and get practical so this week we're going to review a great book that can teach anyone how to be a trend forecaster.
That's right, you too can be one of those futuristic cool hunters and bring some of that trend forecasting magic to your business, team or network.
Or you may subscribe to the view that we've reached peak trends, and they don't matter any more, and anyway, isn't there an AI for that now?
Well, to school you properly, have a read and check out the wise words of Els Dragt, who runs Studio Elsewhere and is listened to by the likes of Ikea.
How to Research Trends: Move Beyond Trendwatching to Kickstart Innovation, Els Dragt
In "How to Research Trends: Move Beyond Trendwatching to Kickstart Innovation," Els Dragt offers a practical and engaging exploration of how organizations and individuals can use trend research to drive innovation and stay relevant in a rapidly changing world. Moving beyond mere trendwatching, Dragt emphasizes a proactive, research-based approach that combines observation, analysis, and application to uncover deeper insights and turn them into actionable strategies.
Dragt, a trend researcher and consultant, provides a comprehensive guide to understanding and researching trends. She focuses on equipping readers with the tools, techniques, and mindset needed to identify, analyze, and leverage trends effectively. The book encourages readers to see trend research not just as an act of observation but as a dynamic, creative process that can fuel innovation across various fields.
Understanding the Nature of Trends
Dragt begins by clarifying what trends are and why they matter. She distinguishes trends from fads, noting that trends are signals of broader cultural, social, technological, economic, and political shifts that shape the future. Understanding these underlying drivers is crucial to identifying trends that have the potential for long-term impact.
To help readers grasp the essence of trends, Dragt explains that trends are not merely temporary phenomena but reflections of deeper changes in society. For instance, the trend towards sustainability is rooted in increasing awareness of environmental issues and shifting consumer values towards more ethical consumption. By understanding these foundational drivers, organizations can make more informed decisions and align their strategies with the evolving needs and expectations of their audiences.
The Trend Research Process
The core of "How to Research Trends" revolves around a systematic approach to trend research. Dragt outlines a three-phase process:
Spotting Trends: This initial phase involves observing the world with a wide lens and looking for emerging signals of change. Dragt provides practical techniques for spotting trends, such as scanning diverse sources, attending events, engaging with different communities, and using creative tools like brainstorming and idea mapping.
Analyzing Trends: Once trends are identified, the next step is to analyze and interpret their significance. Dragt offers frameworks for categorizing and evaluating trends based on factors like impact, relevance, and longevity. She emphasizes the use of both qualitative and quantitative approaches to gain a comprehensive understanding of the trends.
Applying Trends: Finally, Dragt demonstrates how to apply trend insights to generate innovative ideas, develop new products or services, and create strategic plans. She provides practical tools for brainstorming and ideation, showing how trend research can directly link to innovation.
Dragt enriches her book with numerous real-world examples and case studies, illustrating how companies successfully leverage trend research to drive innovation.
Unilever and Sustainable Living: Unilever identified the growing trend of sustainability and ethical consumerism through ethnographic research and consumer insights. They launched the "Sustainable Living Plan," which aimed to reduce the environmental footprint of its products and enhance social impact. This led to successful product lines like "Love Beauty and Planet," which emphasized sustainable ingredients and minimal packaging, demonstrating how trend-driven strategies can lead to significant growth.
LEGO’s Shift to Adult Consumers: Facing declining sales, LEGO's trend researchers noticed a shift towards nostalgia and creative hobbies among adults. By conducting workshops and interviews with adult fans, they uncovered a demand for more complex and challenging building sets. This insight led to the launch of the "LEGO Architecture" and "LEGO Creator Expert" series, revitalizing the brand by tapping into a new demographic.
Airbnb's Adaptation to Local Markets: Airbnb recognized that understanding local cultural nuances was crucial for its global expansion. Using ethnographic studies and immersive fieldwork, Airbnb adapted its offerings to align with local customs and preferences, such as the concept of "omotenashi" in Japan, which emphasizes personalized and attentive hospitality. This cultural sensitivity helped Airbnb build trust and expand its user base in diverse markets.
Patagonia’s Advocacy for Environmental Activism: Recognizing a trend toward environmental activism and conscious consumerism, Patagonia launched campaigns like "Don't Buy This Jacket," which encouraged customers to buy less and focus on sustainability. This bold move aligned with the values of eco-conscious consumers, strengthening brand loyalty and driving sales despite the counterintuitive messaging.
Philips' Innovation in Healthcare: Philips used trend research to identify a shift towards patient-centric care, driven by telemedicine, wearable health devices, and personalized treatment plans. By conducting ethnographic research with patients and healthcare providers, Philips developed remote monitoring systems and AI-driven diagnostic tools, positioning itself as a leader in the evolving healthcare market.
Starbucks and the "Third Place" Concept: Trend research at Starbucks identified a consumer shift towards community-oriented spaces. By redesigning stores to be more inviting, offering free Wi-Fi, and fostering a sense of community, Starbucks strengthened customer loyalty and maintained its competitive edge in the coffee market.
Lessons from These Examples
These examples highlight several key insights from Dragt's approach to trend research:
Understanding Underlying Drivers: Successful organizations look beyond surface-level observations to understand the deeper cultural, social, and technological drivers behind trends. This helps align strategies with emerging consumer needs and values.
Using Qualitative Insights for Innovation: Qualitative research methods, such as ethnography and immersive fieldwork, are powerful tools for uncovering insights that can lead to innovative products and services, as demonstrated by companies like Unilever and Philips.
Adapting to Local Contexts: Adapting strategies to local preferences and cultural norms, as Airbnb did, is crucial for global success. Understanding cultural nuances can help companies build trust and relevance in diverse markets.
Aligning with Broader Cultural Shifts: Companies like Patagonia show that aligning with broader cultural trends, such as sustainability, can enhance brand loyalty and attract a dedicated customer base.
"How to Research Trends" by Els Dragt is a valuable guide for anyone looking to understand and leverage trends to foster innovation. By moving beyond passive trendwatching to a more dynamic and research-driven approach, Dragt provides a practical roadmap for turning trend insights into actionable strategies. Her emphasis on creativity, curiosity, and a holistic understanding of trends makes this book especially relevant in the whirlygig of a world we currently inhabit.
For professionals in marketing, product development, strategic planning, or innovation roles, this book is an indispensable resource. It offers a fresh perspective on how to anticipate and shape the future by actively engaging with trends, ultimately driving meaningful change and maintaining relevance in a complex and dynamic environment.
Or if you can't be asked to do all that, you can just give Selbey Labs a call and we'll gladly do it for you.
How to Research Trends Els Dragt