Focus - Trends

7 important questions on Focus - Trends

Why do we do trend research?

To be able to anticipate to all that is new and upcoming in the world we live in. To uncover underlying ideas and principles that motivates us as human beings and respond to it with new concepts for the future.

What is a mega trend?

Lasts 10 to 50 years and have great influence on the aspects of our society and are big and complexe.

What is a macro trend?

Lasts up to 5 to 10 years. Shapes the changing values of consumers, resulting in changing needs in terms of products and services.
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How do macro trends develop?

In the subconscious and they form a response to a certain zeitgeist.

What is a micro trend?

Lasts up to 5 years. Shows tangible phenomena such as new types of products and services that can be found around us, used by the most innovative consumers.

What does the trendresearch process look like?

A continuous process of validation, from micro to mega and back.

When you are concepting, do you focus on micro, macro or mega trends?

You focus on macro trends. The values and needs behind macro trends, are the basis for development of concepts and new products and services.

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