trend glossary
Nice to know information about trend forecasting and trends management terminology used by kjaer global
Archetype:
We use the term archetype as a reference to a generic version of a personality expressing a certain lifestyle based on a set of values. We more often call an archetype a core mindset.
Cognitive Dimension:
Refers in kjaer global terminology to the process by which awareness and perception becomes information; perhaps how a product or a retail space is perceived by a certain mindset with a certain preference framework.
Colour Moods:
Colour moods are the recognition of emerging patterns of colour preferences and usage within certain lifestyle parameters.
Colour Narrative:
Future visual and narrative colour scenarios or stories based on the identified colour mood for each mindset or mindset-prototype.
Colour Strategy:
Or a Colour, Materials and finishes strategy (CMF) is a systemised way of using colours, materials and finishes as forecasted to indicate a future direction or preferences of a specific consumer mindset.
Consumer Behaviour:
Behaviour reflecting the values and needs of the defined mindset that express their link to the lifestyle trend.
Consumer Need:
The needs, desires and motivations expressed in lifestyle choices, buying patterns and preferences for certain products and services. The consumer need is indicated by core values and mindset.
Consumer Mindset:
A consumer mindset is a distilled set of values and expressed needs and motivations in a particular lifestyle. See also archetype and Prototype. We determine the mindset by observing patterns emerging when filtering macro, micro and lifestyle trends through our multidimensional platform, trend atlas and into our mindset model.
Emotional Consumption:
Empathy and increasingly ethics have become important factors in understanding the consumer. As complexity in society and levels of choice grow, people are more likely to be driven by emotional values when choosing a product or service or indeed a new career move.
Emotional Dimension:
Future Scenarios:
Horizon Scan:
Insights:
Insight is the condensed sum of the knowledge we gain from our extensive research after it has been filtered either through our multidimensional platform, our trend atlas or by intelligent reduction.
Lifestyle Navigator:
A matrix system unique to kjaer global linking e.g. consumer needs, motivations, aspirations and behaviour for quick need to know reference. Often this will be illustrated by key visuals in the matrix.
Lifestyle Trends:
A way of life or particular style of living that reflects the attitudes and values of a person or group. These are influenced by trends that encompass socio-economic, demographic and cultural shifts. A lifestyle trend will be expressed as socio-economic, demographic and cultural manifestations. The rise of the YouTube generation, the peer reviewing culture, changes in home entertainment usage, the growing population of foodies are all examples of more recent lifestyle trends.
Macro trend:
Trends that have a significant effect on a large scale with impacts short and long term. These evolve as an organic reaction to significant advancements in science and technology as well as to wars, acts of terror and natural catastrophes. Macro trends form new ideologies, economies and social structures as well as determining lifestyles and cause seismic shifts in value sets.
Media scan:
Micro Trend:
Trends on a small scale in a defined local area or within a specific group or trends with short term impact. Sometimes these 'tremors' in attitude or behaviour fizzle out. Sometimes they can snowball into something much bigger. A good example would be the development of green movements - initially small, local and unorthodox and now one of the most significant Macro Trends of the late 20th Century.
Micro Insight:
Snippets or fragments of information that never the less gives a clear perception of e.g. a mindset or a trend.
Motivator:
Typically aspirational goals that act as a motivators to the mindset or prototype within the lifestyle.
Multidimensional Platform:
A unique kjaer global tool for filtering or assessing trends. It is used in order to gauge and understand how these will evolve and affect people’s lifestyle and value-sets in a dialectic relationship with the SCIENTIFIC, SOCIAL, EMOTIONAL, and SPIRITUAL dimensions.
Prototype:
An original type, form, or instance serving as a basis or standard for a more developed consumer mindset. From this prototype later stages or more refined mindsets can be derived.
Scenarios:
See future scenarios
Scientific Dimension:
Semantic Dimension:
Refers in kjaer global terminology to the understanding of something through signs, symbols and language by a given mindset sharing the same semantic foundation or framework. Perhaps how a brand, product or a retail space is interpreted and understood through the verbal, imagery and colour used to communicate said brand, product or retail space.
Social dimension:
Spiritual Dimension:
Style Direction:
Is the essence of the mindset. It is embodied in the keywords or visual summaries that instantly evokes a sense of the consumer mindset, their values and preferences.
Tomorrow's People:
Tomorrow’s people are not just the future consumer, user or employee. It is you, me, your aunt, your neighbour and so on. We are all creating the future and we are all part of the sum of tomorrow’s people.
Trend Atlas:
A visual framework illustrating the key trends filtered through our multi dimensional platform, and used to decode the broader cultural context of trends. This is a unique kjaer global tool
Trend Direction:
A lifestyle pattern defining an archetype or a prototype mindset that has derived directly from observations of one or more specific lifestyle trends.
Trend:
Trend forecasting:
Trend management:
Values
Each mindset prototype has a defined value-set that informs and influences their behaviour and motivations.
