Member Article

A new collaboration – building brands around insight and future trends

Two of the regions fastest growing companies have developed a collaboration to maximise their respective fields of expertise to help big brands understand their customers and build increased loyalty.

Trend Bible, a trend forecasting and insight agency, with over 15 years experience in future trends and strategic insight for brands, manufacturers and retailers has joined forces with Explain, a market research company with a 20 year pedigree working in the field of customer engagement and insight for building societies, utilities, social housing, retailers and the public sector.

Joanna Feeley, who set up Trend Bible was previously head of trends at Tesco, and trend advisor to several brands and retailers including Nokia, Calvin Klein and New Look, She spent five years as a colour forecaster for the International Colour Authority.

Kim Davis, who is Managing Director of Explain, has been with the company since leaving University and has spearheaded the company’s growth into digital engagement for many of the region’s biggest organisations.

Commenting on the collaboration Joanna said,

‘This venture brings together two powerful disciplines that are increasingly used in tandem by some of the world’s most influential brands. The specialisms of customer research and trend insight are edging closer, as innovative companies use research to create a clear picture of ‘today’ and use trend forecasting to contextualise their brand ‘tomorrow’. Getting a clear picture of the ‘here and now’ and considering what will impact and influence consumer behaviour in 12-24 months time helps strategists and decision makers unlock huge potential.

Kim Davis added,

’Rigorous consumer insight and trend forecasting work in harmony to empower business leaders to make the informed decisions they need to make if they are serious about creating a powerful, meaningful and long-lasting connection between consumers and brands.

With the Explain communities engagement platform we are now able to harness the power of the brand and customer voice in the same private space and that is revolutionising research and insight.

The companies are planning a number of seminars throughout the UK to launch the strategic partnership and the first (Business Foresight) is being held at The Baltic on the 11th of February in association with North East business membership organisation Entrepreneurs Forum.

Kate Burton, brand director at Explain will also talk about how insight and trend forecasting play a key role in shaping brands and the ways in which they communicate with their customers and stakeholders.

This was posted in Bdaily's Members' News section by Explain Research .