Consumers, trends and trendsetters. Do we speak to the sheep or the sheepdog?

The nature of 21st century trends is changing. The fragmentation of sub-cultures and the media has created a very different consumer landscape where assumptions about the influence of different sub-cultures are becoming obsolete.

Consumers, Trends and Trendsetters

Do We Speak to the Sheep or the Sheepdog?

Alex Maule, Nick Head and Lizzy MoroneySynovate, United Kingdom

INTRODUCTION

Research into trends and trendsetters has become an increasingly common feature of modern qualitative research....