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Making the most of key trends


    Cate Trotter                 Michael Pattinson

Knowing your customer needs is central to every successful business and without this vital research, it is impossible to create a viable marketing strategy to increase sales and profits. 

Taken from the Business 2012 seminar, Making the most of key trends, here are some top tips from Cate Trotter, Head of Trends at Insider Trends and Michael Pattinson, business information specialist in the Business & IP Centre. 

What does trend-spotting involve?

  • Data
  • Opinion
  • Technological breakthroughs
  • Policy
  • Long-term problems
  • Throwaway facts  


Extrapolate the information 

  • What is likely to happen next?
  • When?
  • What makes you think you’re right? 
  • What makes you think you’re not?


Steps to take to utilise the information

  • Immerse yourself
  • Build a trend map
  • Apply timeless truths
  • Extrapolate


Market research databases, company information, patent specifications and more can be found at the  Business & IP Centre. This vital information can enable you to pinpoint customers, keep track of your competitors and find an opportunity in your market.

Industry Guides - lists the most recent and relevant reports, directories, journals and websites for over 30 major industries.

Key sources of market information which you can access freely at the Centre once you hold a Reader pass include:

  • Market reports
  • Statistics
  • Market news
  • Competitors


Key market research providers include:


  • Global consumer market research from Euromonitor
  • Global industrial and technological research from Frost & Sullivan
  • In-depth analysis of the global retail sector from Verdict
  • Specialist IT analysis from Ovum
  • Internet and online marketing analysis from eMarketer


To get in-depth insight into how you can push your retail business to the next level, come to Insider  Trends The Future of Multichannel Retail workshop at the Business & IP Centre on Tuesday 17 April 2012

Find out about the Centre’s electronic resources, both databases and ejournals and if you are an ambitious London-based small business looking to take your business to the next level apply now for our new Innovating for Growth programme.

Success stories

Cate Trotter

Cate Trotter is the founder of Insider Trends

See our success stories


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Contact us

Business & IP Centre
The British Library
96 Euston Road
London NW1 2DB
Tel: +44 (0)20 7412 7901
Email: Reference Team

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