趋势追踪市场研究

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Trend tracking market research is the art of looking at what’s popular in the market right now. It is a stepping-stone to trend forecasting. Marketers use trend forecasting to look at the direction of today’s hot new products. Trend forecasting gives marketers an idea of what will be selling in the next six months to a year. It gives companies a sense of the market response to their products and services.

如何发现趋势

It’s essential to understand the size of the market. It’s also important to know the market trends. This knowledge is vital for marketing and strategic decision-making. Market researchers can now use analytics and other tools to spot trends. The name of this process is market trend analytics. It establishes whether a market is stagnant, growing, or in decline. It also shows how fast that movement is happening.

Social media listening programs analyze how people speak about companies online. These programs have turned out to be one of the major market research trends. Soon marketers will need even more extensive and accurate social media 研究 systems. One of these systems is the social media insight program. Marketers use these programs to analyze social media data.

另一种追踪潮流的方法是使用“时尚猎手”。这些人的品味总是走在潮流前沿。潮流分析公司会付给他们数百美元，帮助他们找到下一个大趋势。时尚猎手是潮流分析的最新发展之一。没人知道有多少时尚猎手在美国街头和购物中心徘徊。

利用重点城市的“观察员”发现趋势

所有产品、服务和技术都始于潮流。人们想要阅读和观看的内容以及他们希望参与的活动也是如此。不关注潮流的品牌可能会变得无人问津。因此，公司正在主要城市聘请潮流观察员。潮流观察员将帮助他们了解消费者品味的发展方向。

了解消费者下一步想要什么对于企业成功至关重要。趋势观察者不会只做传统的市场研究。消费者声明和选择的历史数据并不总是有用的。事实上，只使用这些数据可能会让他们错失机会。成功的产品、服务和品牌会立即超越其传统的人口统计数据。

潮流观察者阅读大量书籍：杂志、报纸和博客。他们还关注社交媒体。他们关注突然流行起来并引起轰动的新产品和服务。潮流观察不同于追赶潮流。潮流观察者关注的是情绪和思维方式的变化。这些变化将对消费者行为和整个社会产生长期影响。

全球总体趋势

Consumer confidence is currently at a near-record high. Japan, Italy, China, and France are experiencing significant gains in confidence. In comparison, confidence in the US, the UK, and India are declining. The positive outlook is helping to boost the sale of fast-moving consumer goods in some markets. But inflationary pressure remains. Many would-be shoppers continue to focus on saving rather than spending.

The traditional area of custom market research has been in decline. This decline occurred because it is expensive and involves labor-intensive interviews. Companies are moving toward online research. This shift lets them create vast databases of consumers’ opinions on several subjects. Telephone and face-to-face interviews have become relics of the past.

市场研究人员如何展望未来

Market researchers predict future opportunities, sales, risks, and consumer behavior. All the predictions might not be correct, but they do help companies plan and make policies. It also helps them to take advantage of opportunities and to avoid future risks.

Retailers use predictive research to see which items a consumer will buy together. This tool enables them to use suggestive selling. It is necessary if marketers want to keep up with current trends and gain a competitive edge. They must understand market research and use it to their advantage. This understanding will help them reach out to consumers and increase their sales.