Product and Service Design, Consumer Trends Workshop
Conference on emerging trends in design and consumption 2016/2017.
Workshop with companies to apply trend insights to business innovation.
Client
Cámara de Comercio de Cádiz
Date
April 2015
The workshop considered several sectors: agri-food, living, fashion, hospitality, leisure and tourism. Global trends and new typologies of families were described, in order to understand the new paradigms that determine the way we live and consume.
The world is complex and decision making based on historical series is not enough. It is necessary to look toward the future using observed evidences to guide decisions. Trends research is a useful tool to detect the “longtail” at the begining of new consumption patters, detecting new lifestyles and new consumer needs.
Trends are synchronies found in different aspects of our life. They permeate our way of living, eating, dressing, thinking or spending our free time.
By monitoring trends, changes in user motivations, tastes and preferences can be identified before they become mainstream. Using this information, companies can innovate and differentiate themselves from their competitors by anticipating or following success stories and learning from their initiatives.
This discipline offers relevant information for decision making and reveals how to apply it in the process of launching new products, revising brand strategy, internationalisation, innovation, etc.
The trends workshop required the generation of specific content adapted to the profile of the participating companies (fashion, home, leisure, tourism and agri-food). The information was based on the insights developed by the Ohayō Trends Observatory. The session ended with a teamwork exercise with the participant companies to train them in the application of trends in innovation processes using the Trend Canvas methodology.
