3 Review(s)

Consumers today are more powerful and changeable than ever. Their actions have a massive impact on business and society alike. For companies to survive, they need to understand how to anticipate and capitalize on consumer change. If they wait to react to it they are likely to miss the market. Correctly predicting consumer attitudes, tastes and behaviours by identifying and analysing the underlying trends will help you to future-proof your business strategy in today's volatile world. The Next Big Thing strips away the ambiguity and mystery that surrounds trends, providing a no-nonsense guide to incorporating them into your business strategy. It is the first book to reveal how consumer trends work, how to spot them, and then how to use that knowledge to gain financial and competitive advantage. Based on the concept of trend marketing, it will show you how to anticipate, prepare for and benefit from trends. Full of examples and fascinating detail, it offers the inside track on all aspects of trends analysis, including: the importance of trends how trends start types of trend where trends occur identifying trends trends versus fads how trends spread trends drivers predicting trends interpreting trends implementing trends About the Author William Higham is an experienced trend analysis consultant with a background in marketing. A recognized and trusted trends expert, he has undertaken a vast number of trend-related projects, running trend research compaigns, compiling trend analysis reports and conducting trend workshops. His opinion is regularly sought by those interested in trend forecasting, from brands to agencies, media outlets to conference organizers, and his impressive client list includes AOL, BSkyB, Siemens, SAB Miller, Young and Rubicam, Virgin, BBC, Hachette, Barclays, Diageo, BBH, and Budweiser. Founder of consultancy The Next Big Thing, William is frequently quoted in the media, and regularly speaks on trends at conferences. Table of Contents Introduction : Predicting success Section 1: TRENDS Part 1: The value of trends The importance of trends The relevance of trends The impact of trends The benefit of trends Part 2: Beginning with trends The three is Preparation In-house insights Outsourcing insights Part 3: Understanding trends How trends start Trend typologies Where trends occur Trends versus fads Section 2: TREND MARKETING Part 4: Identification What to look for Statistical data Observational data Media monitoring Part 5: Interpretation How trends spread Active trend drivers Passive trend drivers Predicting trends Part 6: Implementation Convincing the company Determining strategy What's in it for me? Theory into practice Afterword: Tomorrow today Appendix: Trend marketing in action Index