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, City Football Group 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 guest lecturer and visiting tutor I share my trend expertise with future trend professionals: students 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