• Paperback
  • 388 illustrations
  • 216 pages
  • 280 x 216 mm
  • ISBN 9781856697026
  • Published October 2010

The Trend Forecaster’s Handbook is a sharp, in-depth and highly visual textbook and teaching aid for students and tutors keen to know more about the world of trends, trend forecasting and consumer-insight techniques.

Trends are a fundamental part of our emotional, physical and psychological landscape, and by forecasting trends, or using them to anticipate what is new and next in the world, we can begin to understand what drives and motivates consumers. This in turn can help to make the difference between a product or design that sells and one that languishes on the shelf.

This ‘how to’ book provides design students with skills to understand and track trends and use them to inform their research, design and product development. Highly visual, the book takes us through the world of trend forecasting and consumer insight in a step-by-step way, with quotes from, interviews with and case studies of key players. Each chapter concludes with a lesson plan, or summary panel, which reviews the key issues covered and describes a course of action or a project-based activity that allows students to experience the techniques or methodologies explored.

About the Author

Martin Raymond is a co-founder of The Future Laboratory, a consumer-insight, trend-forecasting and brand-strategy agency whose clients include American Express, Louis Vuitton, Laurent-Perrier, Absolut, BMW, Lamborghini and Condé Nast. He is a regular media commentator on trends and business for the BBC. He maintains a busy schedule of lecturing at over 12 colleges and universities. He is also a contributing editor for Wired UK, and a fellow of the Royal Society of the Arts. Martin has written several books including CrEATe and The Tomorrow People: Future Consumers and How to Read Them.

Customer Reviews

Fascinating and entertaining Review by Milton Pedraza
'This is one of the most important books ever written on trend forecasting. Like a passionate museum curator, Martin takes us on a tour of the art and science of trend forecasting and does so in a fascinating and entertaining way that leaves us fulfilled and yet eager for his next book.'
Milton Pedraza, CEO, Luxury Institute, LLC (Posted on 12/6/12)
Excellent book Review by Elisabeth Back
'Follow the advice of Martin Raymond in his excellent book “The Trend Forecasters Handbook” and you will get a mind boggling view of the future, generate incredible innovation power and have fun while doing it.'
Elisabeth Back, Director Global Consumer Insights and Innovation, The Absolut Company Pernod Ricard (Posted on 12/6/12)

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