Recognize tomorrow.
Our futures studies.
Every week a new brouhaha?
What differentiates our futures studies from futurists.
Nothing against futurists. In the final analysis, we appreciate their work. But once in a while we ask ourselves how it is that trends that won’t be relevant for another 30 years can change almost weekly.
We are somewhat more conservative, which might reduce our presence in the media or at symposiums.
But that’s something we’re willing to accept in order to maintain the quality of our work.
We see futures studies more as a way to obtain a baseline of knowledge.
And that’s why we don’t view futurists around the world as the competition. Every day, our teams work—without clients—to broaden this baseline of knowledge. But that’s not enough for us. Long before a new job requires the results of our futures studies, a lot of the groundwork is already laid.
Because the THOMSEN GROUP works analytically and systematically, our on-going monitoring process exposes societal phenomena in all their—often finely differentiated—forms. We monitor continuously and then consolidate information gleaned from the multi-faceted pieces of the puzzle. On-going, branch(-spanning) studies serve as the diagnosis as well as a means to adequately prognosticate short-term, medium-term, and long-term developments. Global paradigms identify far-reaching changes in technology, economics, and ecology that manifest themselves as societal trends; for example, as demographic variables, psychographic variables, and value change. Finally, individual paradigms identify changing truths, understandings, and motives of target groups. Effects on branches and branch segments are continually studied. This on-going monitoring process takes place independently of any given client. Dovetailing with this on-going monitoring, the individual monitoring process is started based on a specific client’s requirements. To do this, the knowledge gained from the on-going monitoring is consolidated into hypotheses and prepared for the subsequent round(s) of market research. At the start of the individual monitoring process, all results and studies from the on-going monitoring are scanned for topics relevant to the specific client. Is there harmony or conflict? What results is a task-focused compilation that is then subjected to an interdisciplinary examination by our psychologists, sociologists, political and business economists, communications experts, as well as representatives from many other disciplines. The individual monitoring also involves a pointed study of any potentials that exist. (The importance of this work is seen in the fact that already in 1989, more than 39% of all marketing strategies had to be changed because trends and paradigms were not adequately followed!) back
TrendMonitoring® forms the basis for all 5P. Find out more
