Trendmanagement Processes

Continuous use of trends: the key to success

Trend management comprises the continuous identification, documentation and interpretation of -mostly qualitative- trend information. The systematic analysis and definition of the relevant surroundings is essential to the whole trend management process including the following six phases:

Trend identification/ trend diagnosis: Firstly, company-specific influences need to be identified and structured. The exact implementation of the trend identification depends on the sector referred to and on the individual application background.
Trend evaluation: After the identification of individual trends, they need to be evaluated according to different criteria (i. g. strength of impact, direction of impact, probability of occurrence).
Trend analysis: Within the trend analysis, a trend portfolio for each trend is elaborated evaluating the probability of occurrence as well as the effects on the company. Apart from the trend portfolio, the process might furtherly comprise an impact portfolio.
Trend connection: Besides the single trend analysis, the collected trends might also be looked at as a whole and connected with each other. In this context,  whole scenarios or trend/ topic-sceneries might be created.
Trend reporting: A successful trend management process requires an effective communication of new trends and developments to the management level. Different types of report exist, which might be tailored to the specific corporate requirements.
Trend monitoring: In the course of the trend monitoring process, the identified trends and their indicators are specifically and continuously observed.

The possibilities for trend management processes range from a content-oriented trend workshop or application-oriented roadmapping workshop to a continuous trend management and early diagnosis process.

An adequate processing of the elaborated results is of major importance for their implementation in decision-making processes referring to strategic planning and innovation- or risk-management.
For a further insight into the method, please check our current seminars and workshops on the topic trend – and future-management.