Trend scouting

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The term trend scouting is a term from market research for the targeted detection of developing trends in all areas of life. The term is usually used in the commercial field of lifestyle .

implementation

In the Innovation Research and Futurology is professional observation and analysis of needs of the market and society. The evaluation of these observations allows conclusions to be drawn about ongoing processes and future developments. For the creation of their new products, the industry and manufacturing trade turn to the so-called trend scouting agencies or coolhunting companies, which in turn employ trend scouts or have a development department themselves that has the appropriate market knowledge.

Some companies run the trend scouting process with ICT solutions such as trend radar or trend scouting apps in order to automate the trend scouting process. A well-known example is the Deutsches Milchkontor , which uses a trend scouting app to supplement its trend radar. The app is used to follow global observations of gastronomic trends in order to identify and evaluate trends together with the community at an early stage and to derive opportunities for innovations from them.

tasks

The trend scout, for example, looks out for trendsetters (these can be natural persons or companies) who introduce trends through their popularity, which are then gladly picked up by early adopters and lead users who see a certain advantage in the use of these products. Professional trend scouting is primarily aimed at commercial benefits for the manufacturing industry. For the development of products, the planning of costs and potential sales, it is important to observe the market development in order to protect yourself against bad investments as far as possible. The task of a trend scout is to provide companies with reports and scenarios based on market analysis and to advise them on product development. For coordinated advertising measures, the relevant evangelists and lead users are identified as early as possible in the areas of fashion, design and technology or in the entire lifestyle in order to adapt the products to their needs and needs and to win them over. These should in turn influence as many addicts and followers as possible to buy and use the new products.

Further terms in this context are:

  • "Trendtabel" - working group of trend scouting and coolhunting agencies.
  • "Trend report" - report on trend studies , created by a trend scout, an agency or by members of a trend table.
  • "Trend forum" - Comprehensive trend presentation, for example on the occasion of trade fairs, as an orientation aid for trade visitors.
  • "Trendspotting" - another expression for filtering out current trends by a trend scout.
  • “Color trend scouting” - trend scouting with a special focus on the primary features of color and design, which are the decisive factors for the recognizability of products, as well as providing the first incentive to take a closer look at a given product.
  • " Eye-Catcher " - An expression that is often used in visual merchandising as a technical term for the German expression "eye-catcher".

Web links

Individual evidence

  1. ↑ Sophia Hübner: Success story: Smart trend scouting with ITONICS Crowd. Retrieved April 22, 2020 .
  2. ↑ DMK: Establishing a trend community for the catering industry. Retrieved April 22, 2020 .