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Trend and Future Research

Programme

 

Programme

The minor consists of two components that together strengthen your development as a trend and future researcher: trend research and future research.

You will be given a lot of freedom to shape your assignments in your own way. Whether you choose to make a film, podcast, product, poster, or report, you decide how to bring your ideas to life. You will learn to experiment, combine, and present, while at the same time connecting with real organizations and social issues.

To help you with this, in addition to regular classes, we regularly go on field trips to see what groundbreaking innovators are doing, and there are guest lectures by subject matter experts.

In the first part, you will learn to recognize signals and innovations, analyze trends, and apply them for real clients from the business community and social organizations.

You will work on two assignments:

  • TrendDNA: a personal portfolio in which you showcase your profile and interests as a trend researcher. Here you discover who you are, what drives you, and where your passion lies.
  • Trend Report: a group assignment in which you develop a trend analysis and future-oriented advice for a real client. You translate your insights into concrete recommendations that help organizations look further ahead and seize new opportunities.

In the second part, you will develop future scenarios for a client of your choice.

  • You will bring your scenarios to life in a speculative design.
  • You will present this during the final exhibition, where you will share your vision with fellow students, teachers, and clients. In this way, you will show how trends and ideas can be translated into inspiring concepts and concrete proposals for the future.

This minor does not take place solely in the classroom. Throughout the programme, you will frequently go out to explore trends and signals where they emerge: in the city, in culture and in design.

You will visit one or more leading events and locations, such as the Dutch Design Week, the World Press Photo Exhibition, the Next Nature Museum, Museum De Pont and the Textile Museum. In addition, you will engage with experts from the field, such as a trend forecaster, and take part in a colour trend workshop in Eindhoven.

Further, the programme includes weekly explorations of the city. Changes in the streetscape, fashion and behaviour are observed, alongside visits to bookshops, clothing stores and music shops, and the analysis of new films and documentaries. Always through a trend lens: what is new, why is it emerging now, what does it say about the time we live in and what might it mean for the coming years?

 

Student Jon

"In advertising and public relations, it is crucial to understand not just what is happening now, but what will happen next."

  • Jon

    “I am in my fourth year of the Advertising and Public Relations degree at the University of the Basque Country (EHU) in Spain. I chose this minor to gain a specialized and different perspective before graduating.”

    Why did you choose this minor?

    “In advertising and public relations, it is crucial to understand not just what is happening now, but what will happen next. I chose this minor to learn the professional methodology for identifying changes in society and translating these insights into future-proof strategies.”

    What have you learned during this minor?

    “I have learned to look beyond temporary trends and analyze signals of change to uncover deeper human needs and values. Furthermore, mastering 'Scenario Planning' has given me the tools to visualize different futures and advise clients on how to prepare for them strategically.”

    What have you created during this minor?

    “I developed a personal TrendDNA portfolio, a trend report, and a comprehensive future scenario report, both for different professional clients. I also enjoyed creating a tangible future product concept to visually communicate my research findings for the final expo day.”

    In which skills do you feel you have grown during this minor?

    “My analytical skills have improved significantly, particularly in connecting abstract data points into a compelling story. Working on complex group projects also strengthened my adaptability and my ability to collaborate in an international, cross-cultural environment.”

    What was the most fun thing you did or learned during the minor?

    "The field trip to Amsterdam was a definite highlight, especially our visit to the Stedelijk Museum. It was incredibly inspiring to analyze how modern art and design reflect the current 'spirit of the times' and to practice spotting trends outside the classroom."

    student trend and future research