Extracting Value from Consumer Trends

This article discusses ways in which businesses can leverage general societal trends to develop their planning.
Being able to capture and analyse trends - changing that which is "interesting" to that which is "useful" - provides firms with a crucial future perspective. Each trend has its origins in various "drivers" - influences that shape people's beliefs. Once they occur, trends are also expressed in the marketplace in various ways. The process of leveraging trends can be facilitated by workshops, and can lead to new thoughts and ideas, such as the identification of future growth and innovation opportunities....

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