ANGELES | DABBAY

TREND
A N A LY SIS
T E CHNOLOGY F ORE SIGHT T E CHNIQU E
 OBJECTIVES:
1. Definition
2. Use in Business
3. Types
4. How to Perform
5. Common Trend Strategies
6. Advantages
7. Limitations
8. Examples
THE CONCEPT OF TRENDS

" A TREND IS A PAT TE RN THAT WE RE AD IN A

SERIES OF EVENTS”
Van der Heijden, 2004

It is a general tendency, a direction of a

development or an emerging pattern of
change that moves incrementally in a specific
direction over a period
 WHAT IS TREND ANALYSIS?
Trend analysis refers to the process of collecting data
from multiple different periods (sometimes referred
to as time series data analysis), before plotting the
data on a horizontal line for review.
 Facts on Trends a n d Business

1 TRENDS RESE ARCH HELPS ADAPT TO FAST

CHANGING TIME

2 TRENDS ARE PEOPLE FOCUSED AND INFUSED

MEANING TO PROPOSITIONS

3 ADDING HIGHER LEVEL TRENDS BESIDES AESTHETIC

TRENDS HELPS GROUNDING THE PORTFOLIO
STRATEGY
 Trends a r e m a d e of...

Visual Assets Verbal Assets

Quantitative Qualitative
Content Content
Trends C a n be I n f l u e n c e d by.....

Demographics Politics Technology

Sociocultural Economy Environmental

TRENDS CAN BE OBSERVED ACCORDING AREAS

Cinema Health
Literature
Gadgets
Communication
Lifestyle
Art
Architecture
Food
Cities
M ultimedia Technology
Fashion
Transportation
Interior
Product Design Music
Advertising
TRENDS AND THEIR BUSINESS RELEVANCE

In a business context, it is use in one of two ways:

Investment analysis

Revenue and Cost Analysis

 Types of Trend Analysis

1 UP WARD TREND ( BULL MARKET)

2 DOWNWARD TREND ( BEAR MARKET)

3 HORIZONTAL TREND
 HOW TO PERFORM TREND
ANALYSIS

1 CHOOS E WHICH PAT TERN YOU WAN T

TO IDENTIFY

2 CHOOS E TIME PERIOD

3 CHOOS E T YPES OF DATA NEEDED

 HOW TO PERFORM TREND
ANALYSIS

4 GATHER DATA

U SE CHART ING TOOLS TO VISUALIZE

5
DATA

6 IDENT IFY TRENDS

Thank you
for
listening!
References:

https://www.emerald.com/insight/content/doi/10.1108/JTF-11-2019-0129/full/pdf?
title=of-trends-and-trend-pyramids
https://www.cristinaferraz.es/projects/trends-strategic-foresight
https://gocardless.com/guides/posts/how-to-use-trend-analysis-effectively/
https://coresignal.com/blog/trend-analysis/
https://aviationsafetyblog.asms-pro.com/blog/how-to-perform-trend-analysis-in-
aviation-sms