There is a common comparison going round in the world of futurists: when a car is driven slowly at night, regular lights are enough for it to go safely. But, when the driver is going very fast, he needs stronger lights in order to be able to react in advance to potential obstacles on the road.
Similarly, in business – the faster the changes occur, the deeper and further we should look into the future to be able to make the right decisions.
Based on the signals of change, the institute develops plausible scenarios for the future in a specific sector or category, in the mid- and/or long-term (5 < t < 20 and 20 < t < 50).
Our forecasting analyses are carried out collaboratively with the brand, company, or organization and typically consist of 3 stages: 1) forecasting workshops; 2) the research process (answering the question of what could happen); and 3) the normative process (i.e. realistic assessment of scenarios from the perspective of the company, its resources, target group, and competitor moves).