The 2 key skills here are a) the ability to separate the few real trends from the many short-term fads and b) to catch those trends relatively early. Two techniques that can help: 1) Mapping the penetration and consumption of your category/format in your country vs other countries that are more or less developed. If more developed countries consume more or different formats, it is a reasonable assumption that your market will head that way and you can catch it early. 2) Observe under lying themes in other industries...and see how you can apply them in yours. Eg. paying for convenience is a global multi-year trend and can have use cases in practically any industry.

Since I have years of experience working in both multicultural as well as general markets , I would suggest you do what the entertainment industry has done for years and tap into your African-American and Latino urban cohorts to spot trends that have not yet emerged yet in the broader spectrum. Today a trend can go around the world and back with the help of social media but the ones that create a movement hit differently. That is what you need to look for, ask for help identifying what trend has legs and which one your brand can appropriate without looking like an interloper. It is sometimes worse to write a check your brand can’t cash!

To drive sustainable growth, I leverage market research tools, monitor industry innovations, and engage in strategic conversations with thought leaders. Identifying emerging trends requires blending data insights with foresight—anticipating shifts before they surface and aligning our business strategy to meet future demands.

To boost a brand's growth and spot emerging trends, market research plays a critical role. According to a Gartner survey: 'Chief Marketing Officers highlight the importance of data gathering and analysis in staying competitive' By examining customer feedback and reviews, you can identify what resonates with consumers and pinpoint opportunities for product improvements. Regularly reviewing industry reports keeps you updated on broader market trends, allowing you to adapt quickly. Identifying competitors' pain points and analyzing their customer segments can help you refine your offerings and target new audiences, enhancing both customer satisfaction and market positioning.

When I'm looking to boost my brand’s growth, spotting emerging trends through market research is all about combining data with intuition. Social media is often where I catch early signals, and listening to what people are saying online can uncover trends before they fully take off through social listening & AI platforms. Keeping an eye on competitors and reading industry reports helps, but sometimes the real insights come from looking at adjacent industries. Trends often spill over. Most importantly, I try to stay curious and flexible, always ready to spot opportunities others might overlook. It’s this mindset that keeps my brand ahead of the curve.

To spot emerging trends with market research to boost your brand's growth, it's crucial to engage in active, strategic social listening to gauge public sentiment just before a trend truly hits the mainstream. Keeping an eye on competitors is also vital, as they are trend-spotting too, while customer surveys (if you ask the right questions to the right customer subset) can uncover shifts in preference that might give you an edge at detecting trends.

• Watch other industries: I pay attention to trends in industries outside my own. Often, the next big thing comes from unexpected places, and I want to spot it early. • Follow consumer habits: I study how people’s needs and behaviors are changing by looking at things like search trends and what they’re talking about online. This helps me see what’s coming next. • Trust data, but listen to my gut: I combine research with instinct. While data shows trends, sometimes my experience and intuition help me spot the real opportunities early on.

Another insightful tool is your website’s search engine. The history and terms are definitely worth reviewing. Are people searching in English or is another language emerging? Are the top 10 terms different from three months ago?

I stay ahead by analyzing market data, tracking competitors, and engaging with industry influencers to spot trends early. Leveraging AI tools, social listening platforms, and consumer insights helps me identify emerging demands. This proactive approach enables my brand to innovate, adapt, and capitalize on new opportunities for sustainable growth.