The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit [Hardcover]

A unique guidebook for any global company or entrepreneur hoping to understand how to stay one step ahead of the competition. This book should be in the rucksack of any executive or entrepreneur hoping to move quickly and stay ahead of the pack. --Wayne Garvie, Managing Director of Content & Production, BBC Worldwide

A Comprehensive look at trends and a source of inspiration for anyone interested in making greater use of trends in their business --Gavin Emsden, Food & Beverage Insights Director, Nestle UK

Provides an insightful framework and pragmatic 'how to' approach to identifying, undersatanding and leveraging trends. A 'must-read' reference. --Marcel Engh, Vice President, Brand Entertainment, Sony Music Europe

The Next Big Thing: The Complete Guide to Spotting and Forecasting Consumer Trends for Profit explains how to uncover new trends - enabling you to gain control, boost profits and gain competitive advantage.

Trend forecasting is a science: tomorrow is predictable. Understanding consumer trends means the difference between corporate success and failure, as trends affect every sector and every market. The success or failure of global brands from Dove to Apple, McDonalds to Coca Cola is increasingly recognised as being trend-driven. For companies to survive, they will need to understand how to take advantage of these changes, rather than just react to them.

The Next Big Thing reveals how trends work, how to spot them, and then how to use that knowledge to gain financial and competitive advantage. Full of examples of trends and comments from industry insiders, it also includes case studies of companies that benefited from spotting trends and those who lost out by not spotting them. The Next Big Thing will enable you to anticipate, prepare for and benefit from trends.

William Higham is a recognised and trusted trends expert. An experienced consultant, he undertakes a vast number of trend related projects, such as writing trend reports and running trend workshops, for clients such as Virgin, BBC, Hachette, Barclays, Diageo, BBH, and Budweiser. Frequently published in the media, he has led research campaigns to discover and quantify new trends and regularly speaks on trends at conferences throughout the world.