Raymond, Martin
The trend forecaster's handbook / Martin Raymond - 216 pages : illustrations (chiefly color); 29 cm
Includes bibliographical references and index.
1/ The Anatomy of a Trend
Definition of a trend forecaster/ Definition of a
Trend/ Memes and trend viruses/ Diffusion of innovations/
Diffusion of innovation types/ Diffusion of innovation curve
02/ The Trend Forecaster?s Toolkit
Stuff: the importance of new things in the culture/
Cultural brailling/ Cross-cultural analysis
03/ The Intuitive Forecaster
Left brain and right brain thinking/ Whole
brain thinking/ Gut intuition/ Expert intuition/
Strategic intuition
04/ Network Forecasting
Network forecasting/ The rule of diversity in networks/
The 80/20 principle/ Hierarchical networks/
Collaborative networks/ Distributive networks
05/ Cultural Triangulation
Triangulation/ The interrogation stage/
The observation stage/ The intuition stage/
Writing up your report
06/ Scenario Planning
The origins of scenario planning/ Scenario planning stages
07/ Insight, Strategy and Innovation
The inspiration stage/
The translation stage/ The product development stage
The Trend Forecaster?s Handbook is a sharp, in-depth and highly visual textbook and teaching aid for students and tutors keen to know more about the world of trends, trend forecasting and consumer-insight techniques.
Trends are a fundamental part of our emotional, physical and psychological landscape, and by forecasting trends, or using them to anticipate what is new and next in the world, we can begin to understand what drives and motivates consumers. This in turn can help to make the difference between a product or design that sells and one that languishes on the shelf.
This ?how to? book provides design students with skills to understand and track trends and use them to inform their research, design and product development. Highly visual, the book takes us through the world of trend forecasting and consumer insight in a step-by-step way, with quotes from, interviews with and case studies of key players. Each chapter concludes with a lesson plan, or summary panel, which reviews the key issues covered and describes a course of action or a project-based activity that allows students to experience the techniques or methodologies explored.
9781856697026
Consumer behavior.
Consumers--Attitudes.
Motivation research (Marketing).
New products --Forecasting.
The trend forecaster's handbook / Martin Raymond - 216 pages : illustrations (chiefly color); 29 cm
Includes bibliographical references and index.
1/ The Anatomy of a Trend
Definition of a trend forecaster/ Definition of a
Trend/ Memes and trend viruses/ Diffusion of innovations/
Diffusion of innovation types/ Diffusion of innovation curve
02/ The Trend Forecaster?s Toolkit
Stuff: the importance of new things in the culture/
Cultural brailling/ Cross-cultural analysis
03/ The Intuitive Forecaster
Left brain and right brain thinking/ Whole
brain thinking/ Gut intuition/ Expert intuition/
Strategic intuition
04/ Network Forecasting
Network forecasting/ The rule of diversity in networks/
The 80/20 principle/ Hierarchical networks/
Collaborative networks/ Distributive networks
05/ Cultural Triangulation
Triangulation/ The interrogation stage/
The observation stage/ The intuition stage/
Writing up your report
06/ Scenario Planning
The origins of scenario planning/ Scenario planning stages
07/ Insight, Strategy and Innovation
The inspiration stage/
The translation stage/ The product development stage
The Trend Forecaster?s Handbook is a sharp, in-depth and highly visual textbook and teaching aid for students and tutors keen to know more about the world of trends, trend forecasting and consumer-insight techniques.
Trends are a fundamental part of our emotional, physical and psychological landscape, and by forecasting trends, or using them to anticipate what is new and next in the world, we can begin to understand what drives and motivates consumers. This in turn can help to make the difference between a product or design that sells and one that languishes on the shelf.
This ?how to? book provides design students with skills to understand and track trends and use them to inform their research, design and product development. Highly visual, the book takes us through the world of trend forecasting and consumer insight in a step-by-step way, with quotes from, interviews with and case studies of key players. Each chapter concludes with a lesson plan, or summary panel, which reviews the key issues covered and describes a course of action or a project-based activity that allows students to experience the techniques or methodologies explored.
9781856697026
Consumer behavior.
Consumers--Attitudes.
Motivation research (Marketing).
New products --Forecasting.