Planning for what is round the corner: making trend research relevant and useful

Argues that trend research can benefit most companies, that it gives researchers the opportunity to use key contextual insights to help business strategy, but that it places a responsibility on researchers to understand their clients' business issues better.
Planning For What is Round the Corner:   Making Trend Research Relevant and Useful

Richard Atkinson  and  Stuart Armon  2cv

 

INTRODUCTION

Why should I read any of this?

Because trend research is not simply a step on an already marked path to doing somethingsay making an ad, or identifying an NPD idea it is, unlike more established research formats, obliged to prove its worth. As with any new or unusual research area, trend research asks questions of the broader discipline: why things are done as they are, what...

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