Customer Foresight Practice

Marketing Review St. Gallen, 3/2020.

What kinds of persons are involved in trends and how to find innovative or visionary customers when developing brands and products for tomorrow’s markets? This article systematizes different methods corresponding to the tasks practitioners are confronted with. An exemplary case study illustrates how the trend receiver approach can contribute in international practice situations. The democratization of future competencies and new research potentials due to influencers are also discussed.