Trend Researcher, Strategist & Teacher, Miami Ad School
Katharina has a background in trend research and likes to think about ways of identifying and applying trends to inform brand strategy. She teaches "How to translate trends into ideas" at Miami Ad School and studies History at Oxford University to become a better trend forecaster. Katharina lives in London where she works as a freelance strategist
"How to use history to develop a long-term view forward."
In forecasting we use the past to predict the future. Data mining via pattern recognition is an example. Trend research via extrapolation is another. However, the predictive capability of the past is limited because it never repeats itself. In addition, our tendency to focus on the short-term past inhibits our ability to generalise and to see the bigger picture. Historians, on the other hand, increasingly focus on long-term developments and use the historical method to understand how change happens and how it may influence different future outcomes. What can we learn from historians about imaging the future? And how can we use history instead of the past to develop a long-term view forward?