trendspaning

Trendspaning is a systematic process of identifying early indicators of long-term changes that could affect markets, technologies, or society. The term is used in Swedish business literature and international contexts as the equivalent of trend spotting or horizon scanning. Practitioners gather signals from diverse sources: consumer behavior data, media and cultural trends, patent filings, conference agendas, regulatory developments, and macroeconomic indicators.

A typical workflow begins with defining objectives and scope, followed by data collection, validation, and filtering to surface credible weak signals. These signals are then categorized into themes, assessed for potential impact and timing, and assembled into trend narratives or scenarios. The process is iterative, with ongoing monitoring and adjustment as new information emerges.

Applications include strategic planning, product and service innovation, marketing, risk management, and policy analysis. Limitations include uncertainty, signal noise, potential biases, and the need for skilled interpretation and governance. Related concepts include horizon scanning and futures studies.