The next big thing :spotting and forecasting consumer trends for profit - Higham, William (London ; Kogan Page Limited, 2010)
The importance of trends -- The relevance of trends -- The impact of trends -- The benefit of trends -- The three is -- Preparation -- In-house insights : creating the right environment for trend analysis -- Outsourcing insights -- How trends start -- Trend typologies -- Where trends occur -- Trends versus fads -- What to look for -- Statistical data -- Observational data -- Media monitoring -- How trends spread -- Active trend drivers -- Passive trend drivers -- Predicting trends -- Convincing the company -- Determining strategy -- What's in it for me? -- Theory into practice.
Includes bibliographical references and index.
Keywords: Consumer behavior -- Forecasting; New products; Sales forecasting