Changing values – What trend research tells us about them
- Corinna Mühlhausen
- 6. Juni
- 3 Min. Lesezeit
Aktualisiert: vor 23 Minuten
From target group segmentation based on Micro-milieus, it's not far to the topic of trends. Trends, too, are based on values. They are the visible early indicators of social change. And thus, so valuable for anyone who wants to successfully transform their brand into the future.
In this article, we will answer:
How can trends help you better understand your customers’ needs?
Why is the Healthstyle trend the perfect example of this?
What exactly is trend research?
Properly understood, trend research is also the study of changing values. Trends such as urbanization, longevity, or digital detox are people's adaptation strategies to changing values. The biggest difference between trends and values lies in the temporal dimension: Trends start with small changes and then develop major significance for the future.
Trends bridge the gap between the micro and macro levels
At Uranos, we combine trend and Micro-milieu research so you can be sure that you won't miss any changes at the micro or macro level. And the transitions are fluid: Megatrends such as digitalization, globalization, and individualization find their counterparts in the value set of every individual.
Smaller industry trends such as edutainment, self-optimization, or the space age initially appear at the fringes of individual Micro-milieus but can develop into larger trends over time. As their dimensionality grows, trends can then affect the value compass of entire Micro-milieus and thus influence what is particularly important to your target customers today and tomorrow.
This added value is provided by the combination of values-based Micro-milieu and trend research
So, if you decide to optimize your strategic planning with the help of our Micro-milieus, you will always get both: an overview of the value mindset of your target groups and those of your competitors based on Micro-milieus, as well as an analysis of the most important megatrends and subtrends that will be most relevant for your industry in the future.
We tailor our services to your needs:
Basic Trend-Insights: Fundamentally, trends are an integral part of the lives of our Virtualized Personas and AI Audiences and, as such, are available to you at all points of contact with our products.
Special Trend-Insights: If you would like to delve deeper into the connection between trends and customer insights, we expand our service and enrich the Virtualized Personas and our AI Audiences with a well-founded and AI-supported Special Insights data package that includes all the trends and topics from your industry that are already emerging today and will become increasingly important tomorrow.
Our example: Uranos Micro-milieus and the Megatrend Healthstyle
You can interact with all of our Virtualized Personas about their attitudes towards health and prevention, learn from them, and get to know their needs.
However, if you are interested in the trends currently emerging in various markets around the individual Healthstyle of different Micro-milieus relating to sport, nutrition, relaxation, beauty and wellness, we can help you with our Special Healthstyle Insights.
With these insights, we show you how innovative ideas are being received by individual Micro-milieus and what you should focus on when successfully transforming your own products and services into the future. Our team from the Uranos Foresight AI unit looks forward to hearing from you!
Conclusion: The Uranos Micro-milieus are the perfect combination of values & trends
Trend research is a subset of our values-based Micro-milieu research. Those who base their strategic orientation or target group planning on the Uranos Micro-milieus automatically gain an overview of the most important trends. Those who want to understand in more detail which subtrends are shaping the future of their own industry will find all the answers in our Special Trend Insights.