Trend Analyses

Keeping an eye on changing markets and social developments

Many factors determine consumers? desires, attitudes and ways of behaving. Overarching economic, social and technological developments interact with changing lifestyles and patterns of consumption.

Our Trend Analyses shed light upon social and cultural change, changes in consumers? lifeworlds, and possible future developments. We follow an established methodology in our analyses:

• Definition of the relevant structural and cultural parameters: which structural, cultural and individual influencing factors form the background to this trend?
• Analysis of changes to these parameters: which change processes and areas of change are we able to diagnose here?
• Analysis of drivers and obstacles: which of the influencing factors impact as drivers or obstacles on a trend?
• Assessing the development of the trend: what kind of trend development seems likely if one weighs up the drivers and obstacles?
• Assessing the sustainability of the trend: where should one position the trend in accordance with its probable duration and reach?
• Deduction of courses of action: which courses of action for product and brand can be deduced from the trend?