Phase 1: Trend identification

The first phase of trend management focuses on systematically recognizing and collecting relevant trends and innovations. The process begins with the deliberate definition of search fields, target groups, and the most important stakeholders. A clear focus helps filter out, from the multitude of available information, those developments that are truly significant for the company.

To identify trends effectively, it is advisable to use various information sources and also include expert knowledge. It is particularly helpful to pool trend knowledge within the team. Workshops such as a scoping workshop or Trend Speed Dating offer the opportunity to collect and discuss trends together and set initial priorities. This creates not only diverse perspectives but also a shared understanding of the most important thematic areas.

A central tool in this phase is the Trendmanager’s trend database. It provides quick access to a wide range of curated, current trends and offers helpful filter functions to search specifically for relevant developments. In the Trendmanager’s Workspaces, teams can organize and document their trend research, discussions, and evaluations together. This creates a transparent, collaborative work area in which everyone involved is on the same page.

It is important to document the results of this phase in a structured way. This ensures that the identified trends can be specifically analyzed and evaluated in the further course of the trend management process.

Recommended methods:

• Tips for targeted trend research
• Trend Speed Dating for quick idea collection and interactive discussion
• Scoping workshops for narrowing down relevant thematic areas

Practical tip: The more clearly the search fields and criteria are defined at the start, the more efficient and relevant the later trend selection. A systematic approach saves time and provides a solid basis for the entire trend management process.

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