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How to Research Trends
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Trend research can be executed in a structured manner, but how to learn this? There are many books on mainly long-term future studies, which include trend research as a part of future studies and trends almost as givens. There are also many books targeted at business professionals explaining the relevance of trends for commercial success. But there are not so many books deep diving into the process of trend research and explaining 'how to'. This book will provide the full scope on trend research, from scanning to analysing and applying trends. It shows how to use trend research to explore the future. You will learn in a hands-on way to scan your environment for signs of change, analyse your trend spots and apply your trend insights to kickstart innovation. You will learn by doing with the various exercises while interviews with experts will guide you in becoming a trend researcher. This book is written for students, young professionals and anyone else who want to get acquainted with trend research on a bachelor level. It brings trend theory in an accessible manner without devaluing the subject of trend research.
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As a 10-year old girl Els devoured Agatha Christie's detectives and wanted to be like Miss Marple: observing and snooping around other peoples affairs. After she discovered that seeing a drop of blood made her faint almost instantly, she had to change her future job perspective. So, she became a researcher which is just like detective work! Nowadays Els monitors trends 24/7, analyses and translates these societal shifts into brand strategies and consumer insights for various clients at Amsterdam based agency MARE Research. She displays the rare ability to communicate these trends without using fancy marketing lingo. As a lecturer she shares her trend expertise with future trend professionals: her students at Fontys International Lifestyle Studies. Els is on a mission to take trend research to the next level, where organisations perceive trends as an on-going dialogue rather than a yearly purchase of a trend report as a nice little add on. She believes it's up to trend researchers to empower organisations to produce innovative policies, strategies, concepts, products and services that in turn empower people. Education: Applied Communication Sciences, University of Twente (Master)Applied Didactic Science, University of Twente (Beachelor) Interests: People - Research - Trends - InnovationSkills: Research - Writing - Lecturing - Public speaking Awards: - Speaker of the day - Trend presentation 'New Engagements' - 2013 - MIE (Marketing & Insights Event) - The Hague- Best presentation award - 'How we became curators of cool' - 2015 - ESOMAR - Parishttps: //www.esomar.org/events-and-awards/events/global-and-regional/global-qualitative-2015/global-qualitative-2015_overview.php Member: - Dutch Future Society - http: //dutchfuturesociety.com/

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