Trendwatching at the Zero Stage: How Business Analysts Can Identify Ideas Ahead of Their Time

The future does not come suddenly — it sends us signals. The advantage is gained by those who can recognize and use these signals before others. But how should a business analyst act if there is no marketer with expertise in trends on the team?

In this talk, we will explore how to turn trendwatching from a buzzword into a practical tool for a business analyst. We will consider how to organise work with trends and use them to shape hypotheses and solutions that actually work. 

This talk will be useful for business analysts seeking to strengthen the strategic component of their activities, as well as for specialists who want to learn how to turn uncertainty into a growth point and a source of competitive advantage.