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Customer Foresight - Practice How to Access Future Markets Through Extraordinary People

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  • Hofmann, Rupert

Abstract

What kinds of persons are involved in trends and how to find innovative or visionary customers when developing brands and products for tomorrow's markets? This article systematizes different methods corresponding to the tasks practitioners are confronted with. An exemplary case study illustrates how the trend receiver approach can contribute in international practice situations. The democratization of future competencies and new research potentials due to influencers are also discussed.

Suggested Citation

  • Hofmann, Rupert, 2020. "Customer Foresight - Practice How to Access Future Markets Through Extraordinary People," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(3), pages 38-47.
    • Handle: RePEc:zbw:hsgmrs:276088
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    Cited by:

    1. Pauli Komonen & Susanne Jacobson, 2024. "Citizens envisioning life in 2040: A qualitative corporate foresight study in London," Futures & Foresight Science, John Wiley & Sons, vol. 6(2), June.

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