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Innovation and Best Practice
for Business Success

Established 1967

The Next Big Thing

The Next Big Thing

Spotting and Forecasting Consumer Trends for Profit

William Higham


The Next Big Thing: The Complete Guide to Spotting and Forecasting Consumer Trends for Profit explains how to uncover new trends - enabling you to gain control, boost profits and gain competitive advantage.

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About the book

Trend forecasting is a science: tomorrow is predictable. Understanding consumer trends means the difference between corporate success and failure, as trends affect every sector and every market. The success or failure of global brands from Dove to Apple, McDonalds to Coca Cola is increasingly recognised as being trend-driven. For companies to survive, they will need to understand how to take advantage of these changes, rather than just react to them.

The Next Big Thing reveals how trends work, how to spot them, and then how to use that knowledge to gain financial and competitive advantage. Full of examples of trends and comments from industry insiders, it also includes case studies of companies that benefited from spotting trends and those who lost out by not spotting them. The Next Big Thing will enable you to anticipate, prepare for and benefit from trends.

Table Of Contents

    • Chapter - 20: Predicting trends;
  • Section - SIX: Implementation;
    • Chapter - 21: Convincing the company;
    • Chapter - 22: Determining strategy;
    • Chapter - 23: What’s in it for me?;
    • Chapter - 24: Theory into practice
    • Chapter - 19: Passive trend drivers;
    • Chapter - 18: Active trend drivers;
    • Chapter - 17: How trends spread;
  • Section - FIVE: Interpretation;
    • Chapter - 16: Media monitoring;
    • Chapter - 15: Observational data;
    • Chapter - 14: Statistical data;
    • Chapter - 13: What to look for;
  • Section - FOUR: Identification;
    • Chapter - 12: Trends versus fads;
    • Chapter - 11: Where trends occur;
    • Chapter - 10: Trend typologies;
    • Chapter - 09: How trends start;
  • Section - THREE: Understanding trends;
    • Chapter - 08: Outsourcing insights;
    • Chapter - 07: In-house insights;
    • Chapter - 06: Preparation;
    • Chapter - 05: The three Is;
  • Section - TWO: Beginning with trends;
    • Chapter - 04: The benefit of trends;
    • Chapter - 03: The impact of trends;
    • Chapter - 02: The relevance of trends;
    • Chapter - 01: The importance of trends;
  • Section - ONE: The value of trends;

Book Details

  • EAN: 9780749454500
  • Edition: 1
  • Published: 3rd September 2009
  • Hardback
  • Dimensions: 234x156
  • 272 pages

About the Author

William Higham is a recognised and trusted trends expert. An experienced consultant, he undertakes a vast number of trend related projects, such as writing trend reports and running trend workshops, for clients such as Virgin, BBC, Hachette, Barclays, Diageo, BBH, and Budweiser. Frequently published in the media, he has led research campaigns to discover and quantify new trends and regularly speaks on trends at conferences throughout the world.

William Higham