Hi! I'm Els Dragt and have been researching trends professionally for over fifteen years. My trend research style is down-to-earth & practical and at the same time inspiring & innovative.
I have worked at several agencies and for various clients, ranging from non-profit to commercial ones such as Viacom, ABN AMRO, Nike and the Dutch Ministry of General Affairs. Creating trend reports, presenting trends at events, moderating trend workshops and co-creating trendbased strategies are all part of my daily work.
As a lecturer I share my trend expertise with future trend professionals: my students at Fontys Academy for Creative Industries and others around the globe. And I love to share it with you too!
WHY WRITE THIS BOOK?
To detect, understand and create change, it is crucial to develop a solid research design and execute your trend research in a structured manner. But how? When I started out with trend research I could not find many books explaining the process of trend research. After working and lecturing for over fifteen years in trend research I decided to write it myself. I hope it will be helpful in guiding you in your trend journey.
I have co-authored and collaborated on other publications and have written articles and blogs on trend related matters. Find a sample below.
> ESOMAR white paper on 'How to become a curator of cool' for the ESOMAR Qualitative Conference 2015 in Paris, download over here. > An article on privacy in trend magazine Second Sight