Faith Popcorn is a lady of all knowledge and manages to predict future trends 10 years in advance. She is the founder and CEO of Faith Popcorn's Brain Reserve, where they work as a team to predict future trends and lifestyles. An iconic prediction by Faith Popcorn, was the fact she anticipated the growth of home delivery, home businesses, and home shopping. This is a huge thing for someone to predict and her methodology behind it is really interesting. She focuses her predictions a lot around social media and how influential it is on the world. Faith Popcorn is continuously featuring in the press, and has a big impact on society.
Cross cultural analysis - is watching both cultures and industries for signs that an idea or trend is beginning. If the idea or trend emerges within a culture and in industry it is very likely to become both long-term and highly influential. A forecaster has to open and browse information and media on a daily basis, as well as regularly visiting exhibitions and trade fairs for everything from fashion to cars to interiors, technology etc. Using websites such as Trendwatching, The Cool Hunter, Cool Hunting, WGSN, Lifestyle News Global, the David Report, or PSFK help with this process. However a good forecaster will not just rely on the internet, they will use all their resources such as magazines, newspapers, journals, books etc. covering everything from fashion, design, architecture, graphics, technology, clubbing, leisure, music, finance, medicine, literature, the arts, gaming, and economics among others. In other words all aspects of culture where “stuff” is present and where a trend could emerge.
Cultural Brailing
Cultural Brailing is the term that Faith Popcorn has used within Brain Reserve since 1980. It is a way in keeping up to date with consumers and how they live.
“Brailling is a way of communicating language through bumps on a page. We take that same technique here and feel the bumps in culture. The bumps are everything. Again it is about using all of your senses: things that you see, things that you taste, things that you hear. For example, it could be a matter of walking into a retail store and noticing the lighting, the music, feeling the different textures, just fully immersing yourself into whatever environment that you are in”Susan Choi, Trend Track director at BrainReserve.
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