Image Ishaan, unsplash. By Neil Gridley & Brechje Vissers Why Carry Out Trend Research? Companies conduct trend research for two reasons: to identify emerging market shifts that create innovation opportunities, and to manage risk by spotting changes that could impact their business 3-5 years out. What is Trend Research? We often think of trends as what's going viral today. But true trend research looks 3-5 years ahead to decode cultural shifts before they go mainstream. By an