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How to Research Trends

Move Beyond Trendwatching to Kickstart Innovation

This book shows you how to use trend research to explore the future. You’ll learn to scan the environment for signs of change, analyse trend spots and apply insights to kickstart innovation.
Els Dragt
Article number: 9789063694333
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Understanding trends, the emerging values and needs of groups in society provides you with a foundation to innovate and create change. This book gives you a candid and unbiased overview of the trend research process. lt brings a structured, research-based approach to the table instead of a crystal ball.

'How to Research Trends' is practical, hands-on and offers multiple perspectives on researching trends for professionals and trend students around the globe. lt shows you that researching trends is a skill that combines the intuitive and the analytical.

This book is written for everyone interested in human-centred innovation and for everyone interested in learning more about trend research. Trend research includes so much more than just hypes, styles and the latest gadgets. It studies change and provides an analysis of emerging shifts in people’s needs and wants. These trend insights are essential during any innovation process as a foundation to create future proof concepts that improve people’s quality of life.

Based on a 3 step method, you will learn in a hands-on way to scan your environment for signs of change, analyse your trend spots and apply your trend insights to kick start innovation. This book synthesises existing theories, concepts and ideas on trend research. The interviews with experts and students will guide you on your trend journey. This will help you to innovate and create change in the short and long term and execute your own trend research.


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. As a lecturer, she shares her trend expertise with future trend professionals at Fontys International Lifestyle Studies.


"How to Research Trends is a very nicely structured book. It walks you through all the important questions and all the different stages in the process. In a visually clear presentation format, it summarizes all you need to know. In particular, the book clarifies the ‘how to do trend research’ from many different angles by all these very interesting quotes from practitioners. These experts were perfectly selected, and I enjoyed very much what they have to say."


"From understanding and employing executive trend research using a 3-step approach to applying its results to various purposes and considering how these trends predict and influence change, How to Research Trends is a powerful, top recommendation for any reference collection strong in business, sociology, and analytics, offering concrete keys to better understanding."


"Yes, you absolutely need intuition to pick up subtle signals. But you have to combine that with a great deal of analytical abilities to make sense of them and to be able to say something about the meaning of those signals for the future. The established trend watchers have all shaped their own methods by experiment. And now Els gives you hers on a silver platter :-)."


"Her approach to trends research is structured and unbiased, away from crystal ball gazing and offers practical hands-on techniques to researching trends. Dragt explains multiple ways to combine intuitive and analytical research to track and record change and emerging shifts in the needs and wants of people and consumers."


ISBN: 978 90 6369 433 3
Author: Els Dragt
Format: Paperback
Dimensions: 23 x 19 cm
Pages: 200

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