Research methods and translation tools
A new professional discipline for trend and futures 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 concrete microtrends in the field of products and services. In addition, macro trends in the medium term are defined. You will look for changing needs and behaviour of people in an abstract form. The study of societal or megatrends makes sense for organisations 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. Societal perspectives are used to develop a long term vision. New insights on changing behaviour are used to develop a vision for the medium term. Finally, new products and services are developed based on insights for the short term. In this way, future visions are funnelled step by step into strategies for changing behaviour and applicable designs 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 concepts.
The Futuring Model offers an holistic approach to trend research and translation. The various components of this iterative process are covered in succession 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 creation and innovation based on trends and the future of enterprising and organising, production and consumption, markets and brands.
Innovation based on trends as a roadmap for the future of your company or organisation requires guidelines based on experience gained in the practice of Trendslator. The Future Process shows the six questions that need to be answered during the creation and innovation process. These questions structure the process and provide guidelines for the outcomes and results.