Trend forecasting helps brands spot, make sense of and seize change to their advantage. But how does the work really get done? And what defines a trend versus a passing fad? Emily Flannery, our leading expert in Trends & Foresight, is breaking it all down: “We’re using lateral thinking to fuel if this, then that analysis,” she says. “We try to stitch together the relationship across diverse pieces of data, so we can get a better sense of patterns of change over time. Those patterns are, effectively, trends. That becomes a forecast we can use to drive a business forward.”
“We use the same resources you likely interact with every day. We’re just using them differently.”
In our new series, Think Like a Trend Forecaster, Flannery takes us inside the process at LPK. “We use the same resources you likely interact with every day in your business and your everyday life,” she explains. “We’re just using them differently.” Watch here:
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