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Method

Trend research

A method for detecting, organizing and explaining changes in behaviors, values and consumption, and anticipating how they may affect a product, brand or service.

In Spanish
Investigación de tendencias
Origin
Raymond (2010)
Output
An organized list of trends and how they could affect the project

What it’s for

It helps you avoid designing only for the present and arriving late to what is changing.

Key elements

  • A signal is not a trend

    A trend appears when several signals point to the same change.

  • Explain the why

    What need or value drives it and who it affects.

  • Cross-check sources

    Street, media and data, so you don’t rely on just one.

How it’s done

  1. Gather signals.

  2. Group them into a trend map.

  3. Translate them into design opportunities.

Applications in design

  • When to use it

    To guide a brand or product strategy in the medium term.

  • Avoid

    Mistaking a passing fad for a trend.

  • Don’t fall for it

    In each trend, separate what is data from what is intuition.

Connections

Builds on

Related to

Authors and works

  1. 2010

    Martin Raymond

    Brought together the techniques of trend analysis: observing, cross-checking sources and explaining change.

Sources

Secondary sources

  • Raymond, M. (2010). The trend forecaster's handbook. Laurence King.

Last reviewed: