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Trend Forecasting: Exploring the Future

Students working on a moodboard

Course description

During this course, you will get hands-on experience in spotting trends. You will explore and analyse innovations in various industries and will use your trend insights to generate innovative ideas yourself!

What will you study?

Week 1

You will be introduced to the foundations of trend forecasting and the 3-phased trend research cycle: scan, analyse and apply. In this first week, you will start scanning the world around you for signs of change. This also means getting away from a desk and computer and going outside for street hunting. Your tutors will guide you in preparing your field work.

Week 2

You will use all the trend information you’ve gathered online and offline to start analysing and understanding the story behind these signs of change. From a sociological and psychological perspective, you will dissect everything you’ve spotted and dive deep into a trend of your interest. Your tutors will guide you through this process via analysis workshops.

Week 3

You will learn how to apply your trend analysis for a specific organisational/brand challenge and turn trend insights into an innovative and creative idea. You will create a personal trend presentation and trend report under the guidance of your tutors, which you will then showcase at the end of the course to a panel of professionals.

Tutor Description

Els Dragt is an independent trend researcher and trend trainer with over 15 years of experience. She has worked at several research agencies and presented trends for a multitude of clients. From non-profit to commercial ones, such as Viacom, NIKE, ABN AMRO, City Football Group and the Dutch Ministry of General Affairs. Els published several trend related books, such as ‘How to Research Trends' (BIS Publishers, 2017).

Additional Information

Academic status: Non-credit bearing
Faculty: Arts, Design and Media 

Dates: 22 July to 9 August 2019 (three weeks)
Venue: City Centre (Parkside Building)
English language requirements: IELTS 5.5 or equivalent

Academic pre-requisites: Level 4 or equivalent
Fee: £2,300