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eLearning > Innovation & Change > Opportunity Hunting > Module 4 / 4

Clusters

Instructor: Jeremy Gutsche
Hunt for meaningful clusters of opportunity. This is the sweet spot for most great opportunities, and what you'll learn to do in this module.What Trend Hunter refers to as a cluster is what many would call trends; however, the word trend is too broad. It can refer to next fall’s fashionable color or to macro-trends like the green movement. These trends are somewhat useful but too generic to enable breakthrough thinking.

Clustering is the art of identifying insights that are meaningful to your customer. To create clusters, you’ll need to collect your observations from trend hunting and filter through the noise.
Workshop Questions:
1. How could you cast a wider net when seeking inspiration?
2. What do you know about your target demographic that they don't know about themselves?
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Insights by Trend Hunter AI
NFT Exhibition
NFT art galleries are becoming more popular both digitally and in real spaces
Trend - The growing popularity of non-fungible tokens as a way to create and sell art has resulted in art galleries being centered around only NFTs. These spaces exist both virtually and within in-person exhibitions, and allow creatives to showcase their work as digital assets.
Workshop Question - In what ways could your brand explore getting involved in NFTs?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Color-Changing Hygiene
Color-changing technology is used to reassure consumers
Trend - Color-changing hygiene products are on the rise as the ongoing pandemic has increased people’s dedication to rigorous sanitation practices. Color is used to signify the presence of bacteria or the effectiveness of a certain product and acts as a visual marker of safety to reassure consumers.
Workshop Question - How can your brand ease the COVID-related anxieties of consumers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Increased Output
Video conferencing platforms are offering more service diversity to consumers
Trend - Brands are optimizing video conferencing platforms and tools to deliver increased effectiveness to users. These new features strengthen the experience by enabling increased and diverse output—from podcasts to digitized minutes.
Workshop Question - How can your brand increase the productivity of consumers at home?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Artist-in-Residency
Brands and retailers are launching artist-in-residency programs
Trend - Companies are increasing the legitimacy of their collaboration with artists by creating specialized artist-in-residence programs. In doing so, brands are capable of framing a new partnership in a more official and elegant manner that emphasizes the opportunity for the creative professional.
Workshop Question - How can your brand support an independent professional?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pandemic Adjusting
Brands are helping individuals cope with the moving pains caused by COVID-19
Trend - Brands are launching promotions and services designed to alleviate some of the pains that the pandemic has prompted, like moving due to campus closures, breakups, or economic hardship. These offerings aim to help consumers cope with their current living realities and include "adult child" moving promotions and "parent babysitting" services to help consumers gain independence.
Workshop Question - How can your brand identify and address specific pain points for your consumer?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Corporate Retreat
Businesses turn to virtual alternatives for corporate retreats
Trend - As people continue working from home, corporate offices are exploring new ways to offer retreats for employees. Whether offering ways for employees to relax or to bond, virtual options give employers freedom while maintaining boundaries among employees.
Workshop Question - How is your brand maintaining flexibility for employees and customers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Interview
Companies are developing digital platforms to make interviews more accessible
Trend - The hiring process can be tedious, and companies are developing platforms in the digital space that make virtual interviews simpler. These emerging mediums are increasingly relevant as many brands have turned almost entirely virtual in the way they conduct business.
Workshop Question - How can your company develop more accessible experiences for consumers?
2.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Noise Control
Brands are leveraging AI technology for more efficient audio communication
Trend - As more people continue to work from home, tech companies are helping with work and school efficiency by eliminating audio distractions using artificial intelligence. They are leveraging AI technology to control background noise during classes or meetings for more efficient communication and concentration.
Workshop Question - How can your brand leverage AI technology for more streamlined experiences for consumers?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Augmented Adaptation
Artists and designers are tapping AR to compensate for cancelled events
Trend - The majority of art fairs and exhibitions have been canceled due to the outbreak of COVID-19 and many are adapting to the dramatic changes via technology. Augmented reality, in particular, is embraced by artists and designers as a means to exhibit new works and stabilize the art market.
Workshop Question - How might your brand use AR/VR to replicate or supercharge an experience?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Genderless Gifting
Gifts that aren’t specific to any one gender are marketed as such
Trend - As gender neutrality continues its prevalance across art and design-related industries, genderless gifting is increasingly popular among consumers. Whether in design or function, brands are promoting the gender-neutral qualities of their giftable products to appeal to wider audiences.
Workshop Question - How could your brand prioritize gender neutrality?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends