Consumers, trends and trendsetters. Do we speak to the sheep or the sheepdog?
Alex Maule, Nick Head and Lizzy Moroney
The nature of 21st century trends is changing. The fragmentation of sub-cultures and the media has created a very different consumer landscape where assumptions about the influence of different sub-cultures are becoming obsolete.
Consumers, Trends and Trendsetters
Do We Speak to the Sheep or the Sheepdog?
Alex Maule, Nick Head and Lizzy MoroneySynovate, United Kingdom
INTRODUCTION
Research into trends and trendsetters has become an increasingly common feature of modern qualitative research....
