趋势市场研究

Trend Market Research is the art of examining what’s currently popular in the market. It is a stepping stone to trend forecasting, which marketers use to assess the direction of today’s hot new products. Trend forecasting gives marketers an idea of what will be selling in the next six months to a year and gives companies a sense of the market response to their products and services.

如何发现趋势

Understanding the size of the market and its trends is essential for marketing and strategic decision-making. Market researchers can now use analytics and other tools to spot trends. This process is called market trend analytics. It establishes whether a market is stagnant, growing, or in decline and shows how fast that movement is happening.

Social media listening programs analyze how people speak about companies online. These programs have become one of the major market research trends. Soon, marketers will need even more extensive and accurate social media research systems. One of these systems is the social media insight program. Marketers use these programs to analyze social media data.

另一种追踪潮流的方法是使用“时尚猎手”。这些人的品味总是走在潮流前沿。潮流分析公司会付给他们数百美元，帮助他们找到下一个大趋势。时尚猎手是潮流分析的最新发展之一。没人知道有多少时尚猎手在美国街头和购物中心徘徊。

利用重点城市的“观察员”发现趋势

All products, services, and technologies started off as trends. This is also true of the material people want to read and watch and the activities they wish to participate in. Brands that do not pay attention risk becoming invisible. As a result, companies are engaging trend spotters in key cities. Trend spotters will help them find out the direction consumer tastes are taking.

Knowing what consumers will want next is critical to succeeding in business. Trend spotters go beyond traditional market research methods. Historical data on consumer statements and choices are not always useful. Using only such data can make them miss out on opportunities. 

潮流观察者阅读大量书籍：杂志、报纸和博客。他们还关注社交媒体。他们关注突然流行起来并引起轰动的新产品和服务。潮流观察不同于追赶潮流。潮流观察者关注的是情绪和思维方式的变化。这些变化将对消费者行为和整个社会产生长期影响。

Trend Market Research: Emerging Global Trends

目前，消费者信心接近历史最高水平。日本、意大利、中国和法国的信心正在大幅增强。相比之下，美国、英国和印度的信心正在下降。积极的前景有助于促进一些市场的快速消费品销售。但通胀压力仍然存在。许多潜在购物者仍然专注于储蓄而不是消费。

研究人员如何展望未来

Market researchers predict future opportunities, sales, risks, and consumer behavior. Although their predictions might not all be correct, they do help companies plan and make policies. They also help them take advantage of opportunities and avoid future risks.

Retailers use predictive research to see which items a consumer will buy together. This tool enables suggestive selling. Market research is necessary if marketers want to keep up with current trends and gain a competitive edge. They must understand market research and use it to their advantage. This understanding will help them reach out to consumers and increase their sales.

Researchers can also analyze trends that are compatible with a company’s objectives. Amid an explosion of trends, researchers can identify those that are compatible with a company’s resources, strategy, and positioning.

Our work in Trend Market Research

SIS frequently does trend research.  We do so by speaking with influencers, surveying consumers about new trends, in Focus Groups, cool hunting, ethnography and digital communities.

我们的工作成果之一是全球运营总监 Michael Stanat 出版的《中国的 Y 一代》。这项开创性的研究探索并确定了中国千禧一代面临的趋势。

SIS conducts research on Thought Leaders and Decision Makers, often through video or telephone interviews. These high-level interviews identify trends and strategies for companies.

我们的纽约工厂地址

纽约州纽约市东22街11号2楼 10010 电话：+1(212) 505-6805

关于 SIS 国际

SIS 国际 提供定量、定性和战略研究。我们提供决策所需的数据、工具、战略、报告和见解。我们还进行访谈、调查、焦点小组和其他市场研究方法和途径。 联系我们 为您的下一个市场研究项目提供帮助。