Abstract:

This paper describes the development of a model where, from a sample of the Leading Edge population segment, it can be determined which trends will have commercial value in the near future (maximum one to two years) when the Mainstream segment begins to adopt these values, attitudes, and/or behaviour. The Leading Edge study serves its purpose as an early warning system that provides competitive advantage to clients, as many other studies either focus ten years ahead or give a quick consumer trends snapshot of today.