Summary of lesson
Trendhunting is the basis for successful products and services for consumers. By trendhunting, entrepreneurs understand what is new and what is motivating consumers and driving desires. Trendhunting privileges the material culture (artefacts) over written accounts of the future, as most futures studies do. It is therefore a different way of studying today’s ‘evidence’ of the future.
It is focussed on the short-term and the consumer, though this is not necessarily a given of the method but a characteristic of the context in which it emerged.
Forecasting promising technology via patent analysis is significant for establishing management strategies, since the patent literature is a unique source of technical information.
References and further information
- Raymond, 2011, The Trend Forecasters Handbook
- Goria, 2017, Methods and Tools for Creative Competitive Intelligence
- Krystek, U., Müller-Stewens, G.: Frühaufklärung für Unternehmen. Identifikation und Handhabung zukünftiger Chancen und Bedrohungen. Schäffer-Poeschel, Stuttgart (1993)
- Choo, 2003, The art of scanning the environment. In: Voros (Ed.), Reframing Environmental Scanning. Swinburne.
- Technological Forecasting: A Review – Ayse Kaya Firat, Wei Lee Woon, Stuart Madnick
- European Patent Office – IP Teaching Kit – IP Basics
- European Patent Office – IP Teaching Kit – IP Advanced
- Forecasting emerging technologies: Use of bibliometrics and patent analysis – Tugrul U. Daim, Guillermo Rueda, Hilary Martin, Pisek Gerdsri
- A novel approach to forecast promising technology through patent analysis – Gabjo Kim, Jinwoo Bae
- WWWWWHOW (Perché, quando, chi, dove, cosa, come) Leggere un brevetto! – Gualtiero Fantoni, Domenico Golzio, Micol Manenti
- Expert forecast and realized outcomes in technology foresight – Riccardo Apreda, Andrea Bonaccorsi, Felice dell’Orletta, Gualtiero Fantoni
- Mappatura nuove chimiche per le batterie ricaricabili – Errequadro srl
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