TREND ANALYSIS

RECOGNIZING WAVES, RIDING WAVES, MAKING WAVES

ONLY THOSE WHO RECOGNIZE DEVELOPMENTS EARLY ON AND THUS SHAPE THE FUTURE WILL REMAIN SUCCESSFUL.

With trend analyses, you look behind current market events to recognize patterns and developments. In this way, you understand what is changing on the demand and supply sides and what you can expect next. You also keep a watchful eye on important developments – e.g. innovations.

TREND ANALYSIS WITH HASE & IGEL: WHAT IS IT?

A trend analysis examines what is changing in customer demand and preferences – or in competitors’ offerings and behavior. The challenge here is to separate the usual fluctuations and short-term hypes, which will be forgotten tomorrow, from developments that you should actually be prepared for. With us, this job is done by AI on the basis of behavioral data of your (target) customers and competitors. On the one hand, you can keep an eye on the big developments – for example, how your customers’ preferences for certain colors, features, or appeals will evolve. On the other hand, you can also have everything important about specific, concrete future topics analyzed on an ongoing basis – for example, new technologies, patents and innovative startups in your market.

HASE & IGEL FACTOR:

NEUTRUM
TOPIC NAVIGATOR

RELEVANCE DOES NOT COME BY CHANCE

How does my target group see the topic? Which camps exist in the market? The TOPIC NAVIGATOR shows you the way to the best positioning:

  • Bestes Content Analytics Tool (Stevie Awards 2022)
  • Your map of what the market is really interested in – and in which context
  • Uncovers what activates and emotionalizes
  • Shows how brands and people are positioned

NEUTRUM AI TARGETER

IN THE RIGHT PLACE AT THE RIGHT TIME

On which channel and when do I optimally address my customers? And where is the competition? Discover it with the AI TARGETER:

  • Best Sales & Marketing Intelligence Tool (Stevie Awards 2022)
  • Contextual & Semantic Targeting without Cookies
  • The right content on the right channel at the right time
  • Including competition & advertising media analysis

HOW CAN I BENEFIT FROM A TREND ANALYSIS?

  • Recognize early on how your customers’ interests, needs and preferences change.
  • Discover how their information behavior is evolving – channels, influencers, times, devices, etc.
  • Find out which aesthetics and approach promises you success tomorrow.
  • Don’t miss out when your competitors have new pillars in their quiver or innovations and new players could change the playing field.

Whether you want to use trends for yourself or set new trends: both are only possible if you understand what is currently changing in your market – what is becoming more important (and more attractive) for your customers and what other players are bringing to the market in terms of innovation.

SOFAS FOR TOMORROW

FURNITURE MANUFACTURER ALREADY KNOWS WHAT CUSTOMERS WANT IN THE FUTURE

As an upholstered furniture manufacturer with its own production in Europe, it is particularly important for DOMO to know as far in advance as possible what customers will buy. With the applications of Hase & Igel, the company recognizes which trends are relevant and how the demand per construction type, colors and equipment per sales location develops.

SUCCESS STORIES

The industrial company uses Hase & Igel’s analysis tools to identify and develop new markets for its product range. Within twelve months, it finds the right countries, industries, and use cases, understands the needs, and scouts attractive target customers. This enables the company to grow profitably despite declines in its core segments.

In order to succeed quickly, a manufacturer of document management systems wants to understand how its competitors operate before entering a new product segment: what strategies they pursue, what channels they are present in, and what budgets they operate with. Hase & Igel helps to attack with the right instruments.

In China, it is one of the big players in the booming electric car market. Now the manufacturer is planning to enter Western markets – with a focus on corporate fleets. For this, the company wants to understand the trends on the customer side: what are the decisive motives of fleet managers to opt for electric cars, which topics, channels and search terms are becoming more important in this context. 

TREND ANALYSES À LA HASE & IGEL – THAT’S HOW WE DO IT:

  • Instead of conducting interviews, we collect and analyze the behavior of buyers and suppliers in the market across many data sources.
  • The “data pots” we tap into include, for example, searches, media articles (incl. social), websites, advertisements placed and job ads, user flows on the web – but also structural data, e.g. on population, purchasing power and weather, which help to classify developments.
  • Because we study actual behavior, we make transparent what people really do and what they respond to. This is often something different from what they say in surveys.
  • Our AI determines what the drivers are that create more demand, more clicks, better ratings, etc. – and how these change over time. This allows us to make robust forecasts.
  • By targeting the AI on features that are particularly important to you – e.g. new patents, products or startups in your favorite field – you will no longer miss any innovation in your market.

CUSTOMER VOICES

AND HOW DO I GET MY TREND ANALYSIS NOW?

1

Get a non-binding appointment right now, where we can discuss your request together. This way we will find the optimal selection (and if necessary) combination of our tools for you and can create an offer.

2

If you give us the go-ahead, we will set up your solution and either provide you with the software with which you can carry out the analyses yourself, or deliver the collected and analyzed data to you in the software.

3

Our solutions support you in drawing conclusions and decisions from the analyses. But we are also available to you personally as experienced sparring partners – everything is possible, nothing is mandatory.

FREQUENTLY
ASKED
QUESTIONS

A trend is a development with a strong, independent and (at least in the medium term) stable dynamic leads. So if, for example, there are not just more candles in rooms in December because it’s Advent and Christmas, but because people really are more and more into romantic candlelight – then that’s a trend. But if it’s only like that for a week or two because a romantic movie came out, and then it drops back to normal, it’s not a trend. Trends are therefore neither random, nor can they be derived from well-known factors (such as the calendar or the weather) – instead, they really reflect the fact that something is changing in people’s behavior.

Unfortunately, this does not work for the analysis of behavioral data. On the one hand, the GDPR stipulates that no personal data may be analyzed and no personal profiles may be created. On the other hand, age or income, for example, cannot usually be clearly read from people’s behavior… who stores such information in their Google or Facebook profile or posts it somewhere voluntarily? But that doesn’t mean you can’t segment with our trend analyses! But segmentation works via different “camps” of people who are enthusiastic about different things and behave differently. From this, you can analyze trends by target groups based on behavior – instead of socio-demographics.

  • You can definitely do it yourself with our tools – that’s what they are for 🙂
    The right tool selection, the right combination and the optimal setup depend on what you want to find out and in what depth and breadth. We will work it out together in a free initial consultation.
    Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
    Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we do not impose our consulting on you 🙂

On the one hand, trend analysis requires a sufficient amount of data, and on the other hand, this data must be available over a sufficiently long period of time. A market that has only just emerged – let’s take smartphones in 2007 – can only be predicted with a great deal of uncertainty because it is not yet possible to separate real trends well enough from seasonal fluctuations, for example. But in markets that have been around for a while, the data usually goes back far enough. How deep you can drill, on the other hand, depends on the amount of data. If there is a fundamental change in interest in a particular product – you can get that kind of thing mapped for (almost) any market with us. But to investigate e.g. if sofas with tiger fur pattern will become the next hot shit, first enough people have to be interested in sofas with tiger fur pattern to be able to measure a development. Per time unit (e.g. month) there should be at least a few hundred people for each possible variant you want to look at.

Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically, you should expect a five-digit amount. The drivers for costs are:

These are the questions we will clarify with you in a free initial consultation. Arrange it now!