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.
We’re sharing our most useful webinar on trendwatching: what the discipline is, how to tell real shifts from news hooks, and how not to confuse short-term spikes with long-term trends.
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, there are plenty of case studies. We break down how companies have used trendwatching in practice, what results they got, and what takeaways you can apply.