trend research methodologies

We spend most of our waking hours not worrying about our own opinions, but our friends, family and colleague’s opinions. How might they react to this, what will they feel, what could convince them, and naturally we become experts at this quite quickly in life, yet no one taps into this. That we all have a lifetime experience of predicting the behav

aufi.com • A New Way to Survey

That's right. I keep going. Something in what you were just talking about reminded me of, you talked about how you're about cultural futurism now. Is that a recent shift or how did you find that place? And what does that mean in how you work?

It is and it isn't. We've always been doing our work like this, where it's always predictive. The whole ide... See more

Peter Spear • Jasmine Bina on Prediction & Brand

Trends are our patterns. Our Explanations. Our order and organization amidst chaos.

WARC • Lost in Chaos: Trends as a Cultural Compass

Brands can't create culture. People do, collectively. It's presumptuous to think that marketers have that much power. Even the idea of ‘moving at the speed of culture’ is dated and assumes that brands are omnipotent.

That said, those who understand the various dynamics informing culture are more likely to have noticeable influence on culture—and cr... See more