Lost and Found in Translation

Author:
Michael Roller, Valerie Jacobs
Company/School:
University of Cincinnati, LPK

LOST AND FOUND IN TRANSLATION

Michael Roller, University of Cincinnati
Valerie Jacobs, LPK

Reading a fresh trend report should fill your head with new perspectives on how to transform your business. However, the value of a trend report often hinges on the ability to translate its themes correctly into good ideas. When misunderstood, trends can feel uninspiring, confusing, or just plain weird. Given that there are few standards for how trends should be communicated, the chances of misinterpreting them seems high. Two experiments using ideation sessions showed that sensory language and image-based priming can dramatically improve a person’s ability to translate trend information into relevant ideas. Learn why a “chef-inspired” trend is better than a “gourmet” one, or why “hallucinogenic” properties are better than “mood-altering” ones.

 

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