Member Event: Business Foresight - Keeping Ahead of the Game

Understanding customers' needs and desires is critical to business success. But how can we predict how these might change in the future and, importantly, how far should we adapt our businesses in response?

Two leading practitioners in trend forecasting and customer research are hosting this event to provide a fascinating and insightful view of the future.

Joanna Feeley, founder and creative director of the award-winning forecasting business Trend Bible, and Kim Davis, managing director of Explain Market Research, are at the forefront of best practice in measuring what consumers are thinking today, looking forward to what lies ahead and identifying what organisationsneed to do to gear up for the future.

Trend Bible is the only forecasting company operating out of the North East in a global market with an estimated £36bn. Joanna and her team predict profitable approaches for retailers and brands, helping clients' strategists, design teams, buyers and marketers to develop product ranges and messages that are likely to appeal to their future customers.

Explain is the biggest and longest established research company in the region employing 46 staff at its head office and call centre. Last year it carried out its 500,000th customer interview for clients including NorthumbriaWater and Northern Powergrid. Kim will also be joined by Explain’sbrand director Kate Burton.

At this open event, our experts will focus on how the specialisms of customer research and trend insight are becoming more relevant and valuable as innovative companies use research to create a clear picture of today and use trend forecasting to position their brand for tomorrow.

We can promise a great morning of insight and expert analysis into a fascinating aspect of marketing, and learning about creating a powerful, meaningful and long-lasting connection between consumers and brands.