Uncovering the "trends" is almost as hot a topic as "consumer insights."
Mixing current trends with consumer insights, and developing something meaningful as a result is a bit like painting a Van Gogh--it's only considered a masterpiece long after the fact.
Keep it real when trying to uncover the truth in qualitative research! Trends only matter when it's relevant to consumers. The basic, foundational level of any good "new idea" is still the same, as I've shown here graphically. The primary difference with many of today's consumer groups is that it gives us as marketers more context from which to paint...