As an innovation team, people always want to talk to us about trends. However, trends can often appear very wishy washy, with no real substantiation behind them. I set out to create something more robust.
Trend Watching have an innovation database with over 10,000 trends broken down into different categories. The difficulty is understanding how relevant each of these is to your audience, and it often becomes very subjective when applying them, even using Trend Watching’s official tools.
I created a TGI framework that plugged into the innovation database, and allowed us to plug in existing brand audience and cross reference it against Trend Watching’s database. This gave us a bespoke audience centric view of which trends are relevant to a brand audience. It also gave us empirical evidence to say that these trends are not just things to worry about tomorrow, they align with your audience today.
This became a core part of our agency planning process and was used early on to inspire clients with ambitious work, assist brand planners in finding new territories, and nudge creatives towards really cutting edge innovation.