15/03: How To Research Trends

15/03: How To Research Trends

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Understanding trends, the emerging values and needs of groups in society provides you with a foundation to innovate and create change. The book ‘How to Research Trends’ by Els Dragt gives you a candid and unbiased overview of the trend research process.

Els Dragt is a trend researcher with over fifteen years of experience in spotting and analyzing seeds of change. As a lecturer, she shares her trend expertise with students at the Fontys Academy for Creative Industries. At MARE she worked on various clients, ranging from non-profit to commercial ones such as Viacom, ABN AMRO, Nike and the Dutch Ministry of General Affairs.

Together with Els, MARE advocates the idea of bringing a structured, research-based approach to the table instead of a crystal ball. 

During this session you will gain insight into the process behind trend watching. Whether you're an aspiring trend watcher, a marketer who likes to be in the know or just someone driven to make sense of your surroundings, we'll provide you with tips & tricks that are ready to apply.

We'll create a speakeasy-like setting, in which you can ask Els and the MARE trend squad  anything and everything related to this emerging field of expertise.  

  • Regular ticket: €25,-                                   
  • Student ticket: €10,-

Time: 17.00-18.00


  • Lil' Amsterdam at Amsterdam Central Station
  • Stationsplein 31-33
  • 1012 AA Amsterdam

We also sell a limited amount of tickets at the door. Please contact us to reserve a ticket. 

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