A group exercise with whole business/department – across product and brand teams – to stress test your entire portfolio against the trends.
What's it for
Useful tool for immersing in a discussion around each of the CLTs and together developing a visual representation of gaps in your portfolio related to the trends and associated consumer needs.
How to do it
Using a list of existing brands within a business and/or products within brand, discuss each and map onto the trend wheel, according to how strongly the brand or product plays to that trend / meets consumer needs in that space.
NB you may plot brands/products more than once on the wheel.
Once whole portfolio mapping is complete, identify blank spaces on the wheel.
Discuss: How might you enter those spaces? Which brands/products are best suited? Would a new product/brand be required? This leads naturally into the IMAGINE stage of the innovation journey.