The Future of Futurology
Knowledge about new needs and behavioral patterns must be documented, if it is to contribute to actual strategic changes. Unfortunately, research on trends of the future in Scandinavia has traditionally not been subject to demands of stringency, method transparency and documentation.
The method, that Lighthouse Cph uses, is systematic and methodically stringent.
The strategic recommendations we make are based on the patterns in changes that we identify.
The individual behavioral changes are constantly collected by researchers and scouts, stored in our extensive database and subsequently processed stringently and systematically. This means that we at Lighthouse Cph are the only ones in Scandinavia, who can document our descriptions of future needs and demands meticulously.
The method is demanding, because it entails constant, systematic detection, collection and processing of behavioral changes across subjects, categories, trades etc. This means that one has to be present out there in people’s everyday reality and make sure that one is always open to changes in behavior that one hadn’t anticipated at all.
Lighthouse Cph collects and processes behavioral changes constantly regardless of which projects we happen to be involved in at present. This is one of several benefits of working with us; an in-depth knowledge about connections and patterns in changes, which extends far beyond sporadic ad hoc analyses.
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"There is nothing quite so misleading as a focus group in which people are asked to discuss, for instance, a product for two hours. It gives you a warped notion of the role that the product plays in people’s lives, and at worst, it leads to fatal decisions in the business. Generally speaking, it’s a much better idea to simply watch what people do, instead of interpreting what they don’t say or what one believes they would do on the basis of, for instance, life values."
Eva Steensig
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