the next big thing: predicting consumer behaviour

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William Higham Next Big Thing 03/09/13 THE NEXT BIG THING SPOTTING & FORECASTING CONSUMER TRENDS

Post on 21-Oct-2014

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A guide to the basics of trend forecasting

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Page 1: The Next Big Thing: Predicting Consumer Behaviour

William HighamNext Big Thing03/09/13

THE NEXT BIG THINGSPOTTING & FORECASTING CONSUMER TRENDS

Page 2: The Next Big Thing: Predicting Consumer Behaviour

A LITTLE BACKGROUND

Page 3: The Next Big Thing: Predicting Consumer Behaviour

WHY TRENDS?

Page 4: The Next Big Thing: Predicting Consumer Behaviour

WHY TRENDS?

Page 5: The Next Big Thing: Predicting Consumer Behaviour

WHY TRENDS?

Page 6: The Next Big Thing: Predicting Consumer Behaviour

WHAT ARE TRENDS?

Page 7: The Next Big Thing: Predicting Consumer Behaviour

WHAT IMPACT DO TRENDS HAVE?

New Products

Sales

Marketing

Strategy

Comms

Human Resources

Page 8: The Next Big Thing: Predicting Consumer Behaviour

3.Future Behaviour

1. ExternalDrivers

2.ChangingAttitudes

HOW DO TRENDS HAPPEN?

Page 9: The Next Big Thing: Predicting Consumer Behaviour

1. Prosperity

2.Confidence

HOW DO TRENDS HAPPEN?

3.Spending

Page 10: The Next Big Thing: Predicting Consumer Behaviour

3.AnticipateFuture Behaviour

1. Identify ExternalDrivers

2.Determine ChangingAttitudes

HOW CAN YOU SPOT A TREND?

Page 11: The Next Big Thing: Predicting Consumer Behaviour

HOW CAN YOU SPOT A TREND?

New extern

al driver

s

Changing

attitudes or

behaviour

Services catering for new needs

Page 12: The Next Big Thing: Predicting Consumer Behaviour
Page 13: The Next Big Thing: Predicting Consumer Behaviour

PREDICTION

Page 14: The Next Big Thing: Predicting Consumer Behaviour

What

Why

When

How

Where

Who

HOW SHOULD YOU ANALYSE A TREND?

… is the trend?

… is it happening?

… will it peak?

… strong will it be?

… will it spread?

… will it affect?

Page 15: The Next Big Thing: Predicting Consumer Behaviour

HOW YOU CAN TELL A TREND FROM A FAD?

Page 16: The Next Big Thing: Predicting Consumer Behaviour

HOW YOU CAN TELL A TREND FROM A FAD?

Page 17: The Next Big Thing: Predicting Consumer Behaviour

3.Future Behaviour

1. ExternalDrivers

2.ChangingAttitudes

HOW YOU CAN TELL A TREND FROM A FAD?

Page 18: The Next Big Thing: Predicting Consumer Behaviour

HOW CAN YOU USE A TREND?

New Products

Sales

Marketing

Strategy

Comms

Human Resources

Page 19: The Next Big Thing: Predicting Consumer Behaviour

TO SUM UP

Marketing

StrategyNew

Products

2.ChangingAttitudes New

external

drivers

Page 20: The Next Big Thing: Predicting Consumer Behaviour

THANK YOU