Occasionally, the purpose of collating trends is debated. In my view, the reasoning behind us collecting trends is that those who follow the days events are better informed. Indeed, trends enable us to build on our knowledge, as the historical content of these trends happens. Is there a different view?

The recent story about Tesco breaking into the US grocery market is a great example of using an anti-trend (smaller more frequent shops at local stores instead of big box shopping) to launch a appealing new service. Perhaps anti-trends are the real nuggets and mass trends merely the vehicle.

What do you think?

Hi there,

It is all good an well listing these trends but how do we use them for the good of our interests. I am an experienced market researcher so I have my own view on this. Indeed, it is usually the case that any trend can be linked to any market/interest if approached in the correct way. Of course, I am looking for news about trends which will impact my interests. In this regard, I work for an Association. For me, gathering these trends is also a form of knowledge management.

I look forward to a discussion on how trends may be used.