Only Those Who Recognize Developments Early on and Thus Shape The Future Will Remain Successful.

A trend is a development with a strong, independent and (at least in the medium term) stable dynamic leads. So if, for example, there are not just more candles in rooms in December because it’s Advent and Christmas, but because people really are more and more into romantic candlelight – then that’s a trend. But if it’s only like that for a week or two because a romantic movie came out, and then it drops back to normal, it’s not a trend. Trends are therefore neither random, nor can they be derived from well-known factors (such as the calendar or the weather) – instead, they really reflect the fact that something is changing in people’s behavior.

Unfortunately, this does not work for the analysis of behavioral data. On the one hand, the GDPR stipulates that no personal data may be analyzed and no personal profiles may be created. On the other hand, age or income, for example, cannot usually be clearly read from people’s behavior… who stores such information in their Google or Facebook profile or posts it somewhere voluntarily? But that doesn’t mean you can’t segment with our trend analyses! But segmentation works via different “camps” of people who are enthusiastic about different things and behave differently. From this, you can analyze trends by target groups based on behavior – instead of socio-demographics.

You can definitely do it yourself with our tools – that’s what they are for 🙂
The right tool selection, the right combination and the optimal setup depend on what you want to find out and in what depth and breadth. We will work it out together in a free initial consultation.
Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we do not impose our consulting on you 🙂

On the one hand, trend analysis requires a sufficient amount of data, and on the other hand, this data must be available over a sufficiently long period of time. A market that has only just emerged – let’s take smartphones in 2007 – can only be predicted with a great deal of uncertainty because it is not yet possible to separate real trends well enough from seasonal fluctuations, for example. But in markets that have been around for a while, the data usually goes back far enough. How deep you can drill, on the other hand, depends on the amount of data. If there is a fundamental change in interest in a particular product – you can get that kind of thing mapped for (almost) any market with us. But to investigate e.g. if sofas with tiger fur pattern will become the next hot shit, first enough people have to be interested in sofas with tiger fur pattern to be able to measure a development. Per time unit (e.g. month) there should be at least a few hundred people for each possible variant you want to look at.

Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically, you should expect a five-digit amount. The drivers for costs are:

• At what level do you want to look at trends? Product groups, products or product variants (e.g. colors)? Media categories, channels or content?
• How many countries or regions should be analyzed separately?
• How deep do you want to zoom into qualitative features – e.g. terms and concepts instead of just topics, or the aesthetics of successful images?
• Do you want to analyze trends at a higher altitude, or do you want our solutions to keep an eye on individual events, e.g. patent applications?
• Do you operate the tools yourself, or should we do it for you and upload the results directly?

These are the questions we will clarify with you in a free initial consultation. Arrange it now!