trend research methodologies
Cayce Pollard as the positive archetype for how to navigate volatility. So by intensely tuning oneself in to subjective responses to things, you can cut through huge amounts of noise and volatility. Even though I couldn’t admit that that’s what I was doing in a lot of trend forecasting settings, that is really what my experience of it was. People w
... See moreare.na • An Interview With Emily Segal
I gave a keynote address at TikTok a couple months ago about how to predict the future, and one of the things I talked about was how weird signals usually give us a glimpse into the future we can’t see yet. Every major cultural shift that changed our lives once started as a small anomaly in the system.
Jasmine Bina • The Only Prediction That Matters to Me as a Brand Strategist in 2025
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
That said, those who understand the various dynamics informing culture are more likely to have noticeable influence on culture—and cr... See more
- Outside = What is an outsider’s POV or experience?
- Other Side = What is the inverse or contradictory tension?
- Dark Side = What is the malicious or distressing angle?
- Back Side = What is the devious or stigmatized twist?
- Quiet Side = What is not being talked about?
- Long Side = What are the long-term implications or effects?
- Inside = What is the internal o
Matt Klein • The META Trending Trends: 2024
Matt Klein’s ‘overlooked’ framework
Further&Further on LinkedIn: If your research doesnt make you uncomfortable, its wrong.
Further&Furtherlinkedin.com
1. Residual (ubiquitous, but fading)
2. Dominant (accepted, now expanding)
3. Emergent (rising experimentation)
4. Disruptive (agitating expected norms)
2. Dominant (accepted, now expanding)
3. Emergent (rising experimentation)
4. Disruptive (agitating expected norms)
Matt Klein • The META Trending Trends: 2024
scenarioDNA culture mapping framework
We’re each theorists with red string. Navigators looking to the stars, spinning narratives via spotted constellations – desperate to make sense of our increasingly complex and unpredictable world.
WARC • Lost in Chaos: Trends as a Cultural Compass
You can’t just collect information. To feel creatively and intellectually alive, you need to build a relationship with your gut.
The barrier is not information.
It’s intention, self-regulation, and courage.