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FuturistU > Innovation & Change > Opportunity Hunting > Module 4 / 4

Clusters

Instructor: Jeremy Gutsche
Hunt for meaningful clusters of opportunity. This is the sweet spot for most great opportunities, and what you'll learn to do in this module.What Trend Hunter refers to as a cluster is what many would call trends; however, the word trend is too broad. It can refer to next fall’s fashionable color or to macro-trends like the green movement. These trends are somewhat useful but too generic to enable breakthrough thinking.

Clustering is the art of identifying insights that are meaningful to your customer. To create clusters, you’ll need to collect your observations from trend hunting and filter through the noise.
Workshop Questions:
1. How could you cast a wider net when seeking inspiration?
2. What do you know about your target demographic that they don't know about themselves?
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Insights by Trend Hunter AI

AI Art
Platforms are simplifying the detailed art-creation process for all users.
Trend - Companies have turned artificial intelligence algorithms toward the art industry with convenient platforms that generate detailed artwork based on a simple text prompt. These platforms can replicate specific art styles and are capable of depicting specific subjects in true-to-life detail.
Workshop Question - How could your brand streamline user experiences with artificial intelligence?
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Customized Makeup
Cosmetic brands make customized formulas and tools more accessible
Trend - Some brands are making personalization in beauty more accessible with formulas and tools that can be customized to consumers' color or application preferences. These customizable formulas are easy to access and more affordable than personalized beauty typically allows.
Workshop Question - How could your brand add an element of customization into its product/service?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
SMS Support
Text-based customer support services prioritize convenience and quick communication
Trend - Traditional forms of customer support like going in-store or calling in and being put on hold are slowly being pushed aside for more modern, convenient options. Now, SMS-based customer support programs offer quicker service that requires less patience from both parties.
Workshop Question - How could your brand reduce friction in the customer service journey?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kids' Production
Toy brands help children learn the foundations of production and content
Trend - Brands are helping foster children's interest in creating content with toys and products that help kids learn the basics of recording--and even editing--content. These toys are especially popular as more kids show interest in digital creative expression.
Workshop Question - How is your brand adapting to the preferences of today's digital natives?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fiber Beverage
Brands ensure a high fiber content in unlikely beverages
Trend - Brands in the beverage industry are prioritizing the inclusion of natural fiber into beverages that are typically considered unhealthy. Everything from sodas to canned lattes are now touting their fiber content.
Workshop Question - How could your brand balance function and indulgence for its customers?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sweet Potato Beverage
Brands are using sweet potatoes as a key ingredient in beverages
Trend - Brands in the beverage space are using the unlikely ingredient sweet potato to add nutritional value and natural sweetness to various beverages. Products in this space include sweet potato-based teas and and coffee drinks.
Workshop Question - How is your brand prioritizing novelty in its product/service?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Yam Meat
Food brands are creating plant-based products made from yams
Trend - Food brands are meeting consumers' desire for plant-based foods with new foods made from yams. Formulated to replicate the texture and taste of meat, these products range from faux lobster, patties, and sausages.
Workshop Question - How can your brand better align with its customers' moral principles?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
NFT Exhibition
NFT art galleries are becoming more popular both digitally and in real spaces
Trend - The growing popularity of non-fungible tokens as a way to create and sell art has resulted in art galleries being centered around only NFTs. These spaces exist both virtually and within in-person exhibitions, and allow creatives to showcase their work as digital assets.
Workshop Question - In what ways could your brand explore getting involved in NFTs?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Color-Changing Hygiene
Color-changing technology is used to reassure consumers
Trend - Color-changing hygiene products are on the rise as the ongoing pandemic has increased people’s dedication to rigorous sanitation practices. Color is used to signify the presence of bacteria or the effectiveness of a certain product and acts as a visual marker of safety to reassure consumers.
Workshop Question - How can your brand ease the COVID-related anxieties of consumers?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Increased Output
Video conferencing platforms are offering more service diversity to consumers
Trend - Brands are optimizing video conferencing platforms and tools to deliver increased effectiveness to users. These new features strengthen the experience by enabling increased and diverse output—from podcasts to digitized minutes.
Workshop Question - How can your brand increase the productivity of consumers at home?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends