Date: Wednesday, August 10th, 2022
Presenter: Ujwal Arkalgud, EVP and Group Director at Lux Research
There is no shortage of new reports and digital tools that help organizations identify emerging trends relevant to their business. There is however an immense shortage of solutions that help organizations deal with the overwhelming amount of so-called trend data with which their innovation leaders are bombarded on a regular basis. In such an environment, how does one know what is or isn’t important? That is the multi-million-dollar question. This is where the field of structural anthropology has something very important to offer — a model with which innovation leaders can systematically and measurably separate the trends from the fads in the context of their existing and future business activities.
Taking examples of topics like single-use plastics, wellness, and natural cleaning, cultural anthropologist Ujwal Arkalgud will illustrate just how structural anthropology can serve as a critical tool to help you separate trends from fads and identify the actual spaces of emerging demand.
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