Human observation, one of the larger subsets of ethnographic research, can be greatly augmented by photography. In the context of trend spotting, photography can reveal new behavior, innovative solutions, and creative practices as seen in the field.
I am afraid that, as of late, my life has seen a bit more death than I would have liked, but these misfortunes have encouraged the contemplation of a subject which is actually quite fascinating. I am particularly interested in how creative people have become with human remains. For example, I recently read a Fast Company piece about small sculptures made with 3-D printers using peoples’ ashes. I myself have written about the relatively new option we have to turn our ashes into diamonds. Furthermore, when traveling through Germany, I encountered yet another cool way to bury loved ones the traditional way- graveyard plots that I ran across had been customized with little gardens…
While it is useful to consider the trend spotting industry from the perspective of the various types of companies and professionals of which it is comprised, it may be more useful to consider the trend spotting industry in terms of the various other industries to which it caters. This is important because a fashion trends company will be almost entirely useless to the Environmental Protection Agency, whereas a technology forecasting company will be unable to assist a local handbag designer hoping to select strategically smart patterns, colors, and fabrics. The most appropriate trend spotting methods vary from industry to industry; for some, more formalized research methods are appropriate, while for others, it is better to let experts rely on informal scanning and intuition.
I therefore invite you to consider the trend spotting industry in its most prominent ecosystems: the fashion industry, technology, advertising, and design.
In addition to video footage, written observation, purchase tracking, and interviews, photography is frequently utilized in ethnographic studies. Though ethnography is used across the entire field of market research, it is especially helpful with trend analysis as it can be utilized to identify trends before significant changes take place in mainstream society.
Whether you’re looking for cutting-edge insights on international affairs, virtual reality, trend spotting, scenario planning, or futurism, Professor David Passig is a good man to consult.
Let us consider the major trend spotting company formats in greater detail:
Many trend consulting firms offer trend tours in innovative cities. These guided excursions introduce clients to innovative locals, shops, businesses, and cultural centers. A litany of firms will also send designers and key employees to industry-related hot spots so they may experience the area’s trends and characteristics firsthand. When in-person experience is not an option for a company’s employees, trend researchers can provide them with photographic explorations of key locations of interest.
The other day I stumbled across a movie called ‘TiMER’ which presents an interesting and enjoyable discussion of the use of technology in the world of romance, dating, and marriage.
To make the trend spotting industry somewhat easier to comprehend, it may be helpful to consider the industry through a series of maps. These representations are largely informal and based on relative rather than absolute comparisons, but are sufficient to provide a basic sketch of the status quos. For the purpose of considering the industry from multiple viewpoints, trend spotting companies have been organized into strategic groups by industry focus, company type, and the national location of company headquarters.
Food photography is just as relevant to the food and beverage industry as fashion photography is to designers and clothing retailers. Food photography can be utilized for inspiration, trend spotting, and general competitive research. There are two significant subsets of food photography that are relevant to trend researchers: culinary photography generated by food innovators and opinion leaders, and field shots generated by researchers searching for new and interesting developments.
