How we map industry trends
Once a year we host a global Industry Forum as part of our continual trend mapping process. We gather 100+ industry leaders in our hubs across the world to deep-dive into each theme. Together we ideate, organise, and map the trends that will have the biggest impact in the next three years.
We use a robust 4-step workshop to guide the Forum. This has been refined over many years, and always delivers valuable insights for business development.
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Frame the Question
We challenge participants to look into the future together. We ask: "Over the next 3 years, what will be the most influential trends in the areas of business, technology, human behaviour, and talent?" The goal is to get a range of ideas, not just the obvious trends.
Explore & Ideate
We ideate, using the imagined future to spark new ideas. In small groups, participants explore and discuss each area, coming up with as many trends as possible. Every few minutes the groups are mixed up, to facilitate cross-pollination of knowledge and inspiration.
Cluster & Codify
We organise the ideas, combining common ones and filtering out anomalies. As trends emerge, groups write each trend into a one-line description, a "trend statement". We also identify what impact the trend will have on society and if it will manifest within three years.
Prioritise & Predict
We filter statements by giving the groups a large set of axes: Impact - high and low, and Time - present to future. The trends are placed in the diagram by answering two questions: "When will this trend fully hit the industry and society?" and "How much impact will it have on society?"