|Author(s): Nick Chiarelli, Sotta Long
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Trend Spotting /Watching, Society
ESOMAR Best Paper Award 2011/2012
ESOMAR Congress 2011 Award Winner - Best Case History
|PDF version (download)|
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This paper describes UNICEF’s adoption of a global, cross-category trends framework, and the organization’s on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights some of the ways it has made trends accessible and actionable for its global offices. The discussion concludes with examples of some real output from these processes in the form of innovative and compelling fundraising ideas.