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New. How to Research Trends shows the reader how to use trend research to explore the future. The reader will learn to scan environment for signs of change, analyse the trend spots and apply trend insights to kickstart innovation. With the help of various exercises, the reader will learn all of the above. Thanks to multiple interviews with experts, the reader will have the opportunity to become a great trend researcher. Some people think trendwatching is a dirty word and that trendwatchers are weird and vague. This book tackles this prejudice and shows you that researching trends is a skill that combines the intuitive and the analytical. It demystifies the world of trends and brings a structured research approach to the table instead of a crystal ball. This book is written for students, professionals and anyone else who wants to get acquainted with trend research on a bachelor level. The author writes about trend theory in an accessible manner without dumbing down the subject of trend research.
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