Research methods and translation tools
A new professional sector for trend research and a new industry: the future industry has evolved, pioneered by Trendslator. We not only strive to investigate trends but also to develop new methods and tools by which these trends can be translated into a vision for the future.
The Trend pyramid is a tool designed to help define trends and developments. It distinguishes three different trend levels. The research of short term trends is based on an inventory of micro or market trends. In addition, macro or consumer trends are defined. The company or organisation looks for changing needs and behaviour in consumers or community in an abstract form. The study of social or megatrends makes sense for companies that focus on the long term.
The Vision funnel is a tool that helps to define the immediate and long term future. This reverses the Trend pyramid and its various levels. Social predictions are used to develop a long term vision. New insights on consumer behaviour are used to develop a vision for the medium term. Finally, based on market perspectives, concepts are created. In this way, scenarios for the future are funnelled step by step into strategies for changed consumer behaviour and applicable concepts for the short term.
Our experience tells us that successful application of trend research demands a structured and process driven approach. Over the past years, we have implemented Futuring®, research and translation of trends into a future vision, as a formal management method for companies. In collaboration with the Trendnetwork we take the initiative in organising and directing trends research and their translation into concepts for companies. This process is referred to as a Futuring Funnel because trends are funnelled into becoming useful business concepts.
The Futuring Model offers an holistic approach to trend research and translation. The various components of this iterative process are covered simultaneously and in association with each other. The six different sections of the model are Investigating, Researching, Selecting, Translating, Creating, and Implementing. Application of the Futuring Model leads to constant innovation and creation based on trends and the future of markets and brands, companies and organisations.