Trendwatching and How to Spot and Describe a Trend

If you haven’t visited Trendwatching, then you are missing out on some great insight into consumer trends.  I’ve been a fan of Trendwatching for at least a year or two because they literally deliver on-the-money trends to my mailbox every quarter.

They primarily focus on “consumer” trends – but that shouldn’t stop you from devouring their quarterly reports because Trendwatching understands something that few industrial organizations grasp — PEOPLE make purchasing decisions – not machines or committees.

Trendwatching is really a consumer research firm that uses “Trendspotters” from all over the world to report in what they see as upcoming treneds.  In other words, it’s a sort of “ask the audience” crowd-sourcing methodology that I find really interesting and useful in my work.

The other wonderful thing I like about Trendwatching is their graphics and descriptions of trends.  In fact, they’ve even pulled together some pre-designed presentations that you can use in your reports and presentations to management (of course you’d need to be a premium member to get those).

About the Briefings

There is a definite science to how Trendspotting creates, designs and presents their briefings – and it’s a process that you should copy and learn from if you want to position yourself as the “Oracle” in your market.

1. The give trends cool names.  Naming a trend is practically half the battle in getting it communicated and giving it life and legs.  The process is both simple and difficult at the same time.  As you’d might imagine it takes some brainstorming and mind-mapping.  Often it’s simply a merging of two key descriptive elements of the actual trend slicked up with some word wizadtry.  Take “Transparency Triumph” for example.
2. Describe trends as if you were watching them and reporting.  When you’re describing a trend, imagine yourself having landed on a new planet where people are exhibiting this trend.  Now imagine yourself describing it to everyone back home.
3. Images are critical.  Finally, to help communicate your trend, use amazing images.  Don’t be afraid to use whatever image best communicates the essence of the trend.

Trends used to be something we only watched at the end of the year and during market and business planning time.  Now, there’s no excuse not to be watching trends at least quarterly.

Leave a comment about how you watch for trends or what triggers you to spot a trend.