Background
Understanding the concept of a trend is easy. Yet translating it to a practical situation, such as developing new products and services or adjusting processes and business models is not a simple task.
Task
We were asked to identify macro consumer trends and translate them to the reality of SMEs: small and medium enterprises.
Role and approach
I led the research of this project. My role involved:
Desk research on existing trend reports
Analyse which consumer trends were relevant to our audience
Seek cases studies to better illustrate how the identified trends have been used by other SMEs
Write and design a report to be distributed to SMEs
The trends were clustered into 4 macro trends, 17 directions and 22 actions. To accompany the report I have also designed a visual playful tool with all the mapped trends.
Results
The report was distributed to all small business owners in the state. Since then, DUCO has been commissioned every year to produce further trend reports to the same client.
