Samenvatting trend driven innovation

TREND
WATCHING
TREND DRIVEN INNOVATION

BY
HENRY MASON, DAVID MATTIN,
MAXWELL LUTHY, DELIA DUMITRESCU

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, Inhoudsopgave
HOOFDSTUK 1: WHY NOW (WAAROM NU) ............................................................................... 4

1.1 THE EXPECTATION ECONOMY (DE VERWACHTINGSECONOMIE) ............................................................ 4
KWALITEIT VERHOGING (RISING QUALITY) ................................................................................................ 4
POSITIEVE IMPACT (POSITIVE IMPACT) .................................................................................................... 5
PERSOONLIJKE EXPRESSIE (PERSONAL EXPRESION)...................................................................................... 6
THE EXPECTATION CYCLE (DE VERWACHTINGSCIRKEL) ........................................................................... 7

HOOFDSTUK 2 ................................................................................................................................. 8

2.1 TRENDS 101 ................................................................................................................................. 8
DEFENITIE VAN TRENDS................................................................................................................................. 8
HET FUNDAMENT VAN DE TREND ELEMENTEN ................................................................................................... 8
EMERGING EXPECTATIONS (OPKOMENDE VERWACHTINGEN) .................................................................. 9
2.3 TRENDS IN THE WILD ..................................................................... FOUT! BLADWIJZER NIET GEDEFINIEERD.
INTERNET OF CARING THINGS ................................................................... FOUT! BLADWIJZER NIET GEDEFINIEERD.
FEMPOWERMENT .................................................................................. FOUT! BLADWIJZER NIET GEDEFINIEERD.
FLAWSOME .......................................................................................... FOUT! BLADWIJZER NIET GEDEFINIEERD.
CELEBRATION NATION ............................................................................ FOUT! BLADWIJZER NIET GEDEFINIEERD.
FLAWSOME FEMPOWERMENT .................................................................. FOUT! BLADWIJZER NIET GEDEFINIEERD.
2.4 BUILDING A TREND FRAMEWORK (HET MAKEN VAN EEN TREND KADER) ............................................... 10
TREND HIERARCHY ..................................................................................................................................... 10
OUR TREND FRAMEWORK ........................................................................................................................... 10
A LIVING FRAMEWORK (EEN LEVEND KADER) .......................................................................................... 14

HOOFDSTUK 3 ............................................................................................................................... 15

3.1 POST DEMOGRAPHIC CONSUMERISM ................................................................................................ 15
THE DEMISE OF DEMOGRAPHICS (HET UITEENSPATTEN VAN DEMOGRAFIEËN) ................................................. 15
A NEW DEMOGRAPHIC COMPLEXITY (EEN NIEUWE DEMOGRAFISCH COMPLEXITEIT) .......................................... 15
WHY NOW? (WAAROM NU?) ............................................................................................................... 16
POST-DEMOGRAPHIC BRAND STRATEGY ......................................................................................................... 17
POST-DEMOGRAPHIC PRIORITIES (POST-DEMOGRAFISCHE PRIORITEITEN)...................................................... 18

HOOFDSTUK 4 ............................................................................................................................... 19

4.1 THE CONSUMER TREND CANVAS....................................................................................................... 19
INNOVATIES .............................................................................................................................................. 19
BASIC NEEDS ............................................................................................................................................. 19
DRIVERS OF CHANGE .................................................................................................................................. 19
EMERGING EXPECTATIONS ........................................................................................................................... 19
FUTURE POTENTIAL .................................................................................................................................... 19
TARGET MARKET........................................................................................................................................ 19
4.2 THE CONSUMER TREND CANVAS IN ACTION......................................................................................... 20


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, TRENDS ................................................................................................................................................... 20
PERSONAL HEROES ..................................................................................................................................... 20
4.3 TREND DRIVEN SESSIONS................................................................................................................ 21

HOOFDSTUK 5: EXECUTE (EXECUTEREN) ............................................................................... 22

5.1 THE FIRST YARDS (DE EERSTE METERS) ...................................................................................... 22
QUICK NOTE ON RISK .................................................................................................................................. 22
ROUTES TO MARKET ................................................................................................................................... 22
NO-BUDGET, NO PROBLEM.......................................................................................................................... 22




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