About Forecasting

There are many debates regarding the definition of what is Forecasting. Is it Science or Art? Forecasting is an exercise of discipline, methodology and experience. Future scenarios can be mapped easily up to 2 to 5 years in advance, observing market trends, and socio-cultural phenomena including political and economic factors. The Forecast section of the Trendbook explores the natural evolution of emerging product trends based on our environment. Scenarios may vary locally (nationwide, regionally, and at the urban level) and in terms of culture, geo-political area, social and market segment. Trends are synergic and simultaneous. They can’t be forced or imposed by the market, rather they merge unconsciously in our daily habits. Thinking out of the Box is not only a winning strategy nowadays, rather a necessary path to navigate the complexity of the global market and society.