For many people, trends tend to feel fussy and intangible. Trend research as a professional occupation is seen as equally vague. The opposite couldn’t be more true. Trend research is a very structured approach.
If you were not convinced about that, you should read How to Research Trends, move beyond trend watching to kickstart innovation, by Els Dragt. As the title suggest, trend research is an essential step to define an innovative product that can be successful in the market.
How to research trends is a very nicely structured book. It walks you through all the important questions and all the different stages in the process. In a visually clear presentation format, it summarizes all you need to know. In particular, the book clarifies the ‘how to do trend research’ from many different angles by all these very interesting quotes from practitioners. These experts were perfectly selected, and I enjoyed very much what they have to say.
On every page of the book, it shows that Dragt wrote this book from her passion as a trend researcher and an educator. With this book she generously shares her knowledge from many years of experience both as a practitioner and a teacher at Fontys Academy for Creative Industry, where she and her colleagues have created a curriculum with trend research at the core. It seems no one is better equipped than Dragt to write a book this clear and helpful to anyone who want to learn trend research.
I already mentioned that the visual layout is excellent. The information is presented in a way that facilitates learning, for instance by its summaries, use of text boxes, imagery, color and so on. The size and format is also very attractive. It must be clear by now that I am very happy with this book. It is a very welcome addition to my bookcase.
Freija van Duijne was van 2013 tot 2018 voorzitter van de Dutch Future Society. Zij heeft meer dan tien jaar werkervaring als toekomstverkenner en strateeg in diverse overheidsorganisaties. Freija werkt vanuit haar bedrijf Future Motions en geeft trainingen en lezingen op gebied van toekomstverkennen. Ze maakt deel uit van het collectief van toekomstdenkers voor de trendrede.