From Trend to Hypothesis: Using Trendwatching in Product & Marketing

The word “trend” has become universal: it gets inserted into every text, presentation, and post—sometimes it feels like it’s now a basic marketer skill. The problem is that the word often comes without real understanding: what is an actual trend, what is just hype, and what is a sustained shift in behaviour and culture. As a result, companies make decisions based on gut feel, copy others, and waste time on what’s “trendy” but doesn’t deliver results.

In this webinar, our senior strategist Katya Shalonskaya will break trendwatching down into a clear, practical system: what the discipline is, how to separate real change from momentary news hooks, and how not to confuse short-term spikes with long-term tendencies.

In this webinar, you will learn:
— how to validate trends and assess whether they apply to your market;
— what tools help translate trends into hypotheses for strategy, product, and communication;
— how to find trends and use them as a foundation for decisions, not just a collection of “interesting stuff”;
— how to make decisions based on context, data, and sound judgment—instead of reacting to the agenda.

And yes: we’ll cover a range of cases—looking at how companies have used trendwatching in practice, what results they got, and what takeaways you can apply to your work.

Let’s stop chasing trends and start using them for what they’re actually meant for.

📆 18.03
🕒 18:00
Register and invite your colleagues