New ideas, concepts and models are very difficult to measure. There is no frame of reference.

As product life-cycles are shortening at an immense rate, traditional market research – both quantitative and qualitative – can sometimes be more of a hindrance than a help. It is good at measuring the past and present.

Besides, traditional research has the drawback of relying on what consumers say, which is often different from what they actually think and do in real life. People don't know what they will do until they face an actionable decision.

"If I had asked the public what they wanted, they would have said a faster horse," said Henry Ford.

While you cannot predict the future, you can get a handle on trends, which is a way to take advantage of change and convert risks into opportunities.

Entrepreneurial simulation games, such as InnoBall (Innovation Brainball) can help you both create new trends and benefits from new trends created by others. Innompic Games have emerged as a most powerful trend setter.

Spotting and tracking trends can also be a very useful tool in dealing with unpredictable future of today's rapidly changing marketplace.

See, for example, → Digital Marketing Trends

IDEO's Trend Spotting Tips

Packaging Design Trends