Projecting the Future

Peter Cooper and Gene Shore

This paper discusses the use of qualitative projective techniques in anticipating the Millennium. It argues that the Millennium will have an immense impact on people's behaviour and attitudes and therefore on brands.
  

Projecting the future

Gene Shore Shore Millennial Group, United States andPeter Cooper CRAM International, United Kingdom

INTRODUCTION

The importance of trends is the information they provide about new, emerging needs, lifestyles, values and wants of consumers. Trends enable producers and service providers to develop marketing, advertising, new products and services which will appeal to consumers in the near and mid-term future, to meet compelling consumer desires, lifestyles and aspirations.

Understanding where consumers are going, and not just where they are coming from, has become increasingly important because of the rapid changes in lifestyles, values...

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