In our work, we apply a myriad of methods, qualitative and quantitative, guided by the principle that none of the future forecasting techniques is 100% reliable.
The more methods we use in our analyses, the more accurate our forecasts.
We tailor our methods to the project and the task ahead; however, the ones we use on a daily basis include environmental scanning, signals-based forecasting, expert panels, visioning, and scenarios for the future.
Because we use tools and methods derived from speculative design (while teamed up with academic institutions, other commercial entities, and experts in specific fields, usually as part of major interdisciplinary projects), we are able to clash our scenarios for the future with the real creative process, a specific project, or a specific product.
Additionally, we verify our trend forecasts during quantitative consumer research (outsourced to third-party research agencies) and in-depth interviews, as we believe that basic consumer needs are always the main driver of change.