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trend research
What is it?
There are certain phenomena in the present that might get intensified in the future. These phenomena, appearing in the behaviour and decisions of the consumers, are examined by trend research. The main purpose of trend research is to explore those changes and turns that occur in the consumers’ mind and actions, therefore they demand/want changes concerning products and services, because the stray phenomena become more frequent, and reach a critical weight/mass.
The result of trend research is the drafting of future processes originating in the present, introducing even the certain steps of the development. Our aim is to help companies in their market accommodation and improvement by pointing on the main contiguities of the circumstances, changes of values, and lifestyle.
Practically speaking we intend to detect the sprouts of changes to inspire companies in their everyday marketing activities and innovative thoughts.
What for and when?
Trend research is perfect for getting to know new characteristics of consumers’ behaviour and identifying new consumers’ groups. By collecting and systematizing the relevant trends our Clients do not only get a bunch of ideas, but by getting an overview they will also be able to predict the future changes, so that they can create a more adequate company strategy.
The knowledge of the market trends means a great edge in market competition; it can help in the strategy-making procedure, and give ideas for a possible renewal in market.
But it is only one side of the coin, the other is more complex: besides helping in general decision making, trend research can support companies in finding new directions, more advantageous chances, better ideas, or it can even assist in long term decision making.
Trend research can serve as a source of inspiration in launching new creative processes (for example product/service development), or it can help in preparing the decisions of market segmentation. It can mean a hard basis for wording messages in communication or creating the visual conception of the brand.
Methods of Trend Research
Trend researchers usually extrapolate long term trends from the changes in the relations and circumstances of certain clusters of people considering the long term environmental, technological and political impacts, and the concatenation of different macroeconomic processes.
The different trend research companies work with different methods: some of them use only secondary information in their evaluation, others apply the method of trendspotting, i.e. they collect trend-phenomena from the street, from different press-releases or via video-share websites. There are much more thorough analyses in company notices/reports in which the ’cool-hunter’ reports are completed with professional questionnaires and data-analysis. Either the topic or the horizon of time can influence the choice of the method.
Our company prefers those methodological approaches that allow of quantitative analyses, so that our Clients can confidently lean on the results of our research. Our ’mission’ is to underpin all our statements thoroughly, because we feel responsible for our Clients who build the results of our research into their decision making processes.