“Trends” that will impact new products

Questions the general assumption that once known, market trends will guide marketing strategies and behaviour. Argues that if marketers seriously want to find opportunities for new products, they need two things: (1) insightful analysis and data interpretation, and (2) a willingness to break new ground, a determination to be different, and a commitment to be a winner. Examines a number of recent demographic and technological trends to demonstrate how they can mislead marketers.