Computing the crystal ball: Can you predict trends before they occur?

Barnava Nandi, Chandan Agarwal and Ritika Sinha

Hindustan Unilever, an Indian consumer goods company, inspected multiple data sources to gain insights into current market trends to enable it to act ahead of the market across multiple sectors.

Abstract

"The pace of change has never been this fast, yet it will never be this slow again." As consumer lifestyles and choices undergo more rapid shifts with time, fast-moving consumer goods brands often struggle to keep pace with these changing choices with the right mix of offerings, that hit the shelves at precisely the right time when they are "on-trend" for the relevant market and consumer. This white paper will throw light on how we developed two capabilities to identify and predict trends which can feed into the innovation funnel for product development:

  1. Our first challenge is to differentiate...

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