While trying to spot trends, one must focus on three things:
1. Idea: What is the core idea behind products or campaigns that unites them and says something about their culture or business?
2. Acceleration: How quickly is the idea finding its way into multiple businesses and what are real examples?
3. Impact: How profoundly could this idea impact that way that business is done in the short term (next year)?
Steps to follow while analyzing trends:
1. Collect Significant Ideas – The aim here is to find ideas that describe a new sort of behaviour that is happening today with increasing frequency.
2. Group Ideas By Theme – In this phase, my goal is to find individual ideas that have similarities and try to group them into clusters.
3. Consolidate Ideas – Multiple clusters may be related to the same bigger concept – this phase is where I go from over 50 ideas to my final 15.
4. Name The Trend – Part of the fun of trend hunting is naming each concept. My book Likeonomics, for example, was a leading trend from 2011.
5. Create Presentation – For me, a visual presentation is where I can share each trend along with reach examples of visuals that illustrate it.