Changing values – What trend research tells us about them

When segmenting target groups using micromilieus, the relevance of trends becomes apparent. Trends, like micromilieus, are rooted in values. They serve as early and visible indicators of social change – and thus offer valuable insights for organizations aiming to position themselves for 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?

Trend Research as an Analysis of Shifting Value Patterns

Trend research can be understood as the study of changing values. Developments such as urbanization, increased longevity, or digital detox represent adaptation strategies in response to shifting societal values. The key distinction between values and trends lies in the time dimension: values tend to remain relatively stable, whereas trends begin as subtle changes that gain momentum and significance over time.

Trends as a Bridge Between the Micro and Macro Levels

By combining trend research with micromilieu analysis, it becomes possible to observe changes on both individual and societal levels. Megatrends like digitalization, globalization, or individualization are reflected in the value systems of individuals. Smaller industry-specific trends – such as edutainment, self-optimization, or the new space enthusiasm – often emerge at the margins of specific milieus and may grow into larger developments. As trends gain scope, they can influence the value compass of entire milieus and thereby shape what is important to specific target groups today and in the future.

Foundational and In-Depth Trend Analyses

Trends are an integral part of virtual personas and AI-based audience models. They are accessible at all points of interaction with digital products, offering basic trend insights. For those seeking a deeper understanding of the connection between trends and customer behavior, these models can be enhanced with data-driven industry-specific insights, identifying emerging topics with growing strategic relevance.

Best Practice: The Healthstyle Megatrend in the Context of Micromilieus

Health, prevention, nutrition, exercise, relaxation, and beauty are core elements of the Healthstyle trend. These are interpreted and prioritized differently across micromilieus. Analyses help reveal the attitudes and needs of different groups toward these topics – providing direction for developing relevant products and services.

Conclusion: Value-Oriented Trend Analysis as Strategic Guidance

Trend research complements values-based micromilieu analysis. Organizations that use micromilieus for strategic planning or audience segmentation automatically gain insight into key social developments. For a more detailed understanding of which specific subtrends are shaping their industry, in-depth trend analyses offer targeted guidance for forward-looking decisions.

Contact us for a no-obligation consultation – and gain the decisive knowledge advantage with Uranos in the combination of trend and values-based Micromilieu research.