trendrapport

Trendrapport is a structured document that identifies, analyzes, and forecasts developments within a defined field, such as consumer markets, technology, or culture. It is commonly produced by market research firms, consultancies, or corporate strategy teams and serves to inform product development, marketing, and policy planning.

A trendrapport combines qualitative and quantitative inputs, including market data, consumer surveys, expert interviews, social media analysis, and industry reports. It describes identified signals, assesses their velocity and potential impact, and presents evidence to support conclusions. The document typically outlines methodology, sources, time horizons, and the criteria used to classify trends as short-, mid-, or long-term.

Contents usually include an executive summary, detailed descriptions of trends, data visualizations, implications for various stakeholders, and strategic recommendations. It may also offer alternative scenarios, risk factors, and a timeline or heat map showing influence across sectors. In practice, trendrapport are used to connect insights to concrete actions such as product roadmaps, communication strategies, and investment priorities.

Uses and context: trendrapport are widely employed by businesses, government agencies, NGOs, and media to anticipate shifts, allocate resources, and test strategic options. The term is particularly common in Dutch-language contexts, where trendrapport translates to “trend report” in English.

Limitations: trendrapport are forward-looking and subject to uncertainty; accuracy depends on data quality, signal selection, and analyst judgment. They function best as decision-support tools to inform planning rather than as definitive predictions. See also trend forecasting and horizon scanning.