The Next Big Thing
Spotting and forecasting consumer trends for profit
by William Higham

The Next Big Thing at Waterstones

Trend-spotting has evolved from glorified parlour game to quasi-scientific endeavour. William Higham is a "trend analysis consultant with a background in marketing", according to the jacket of The Next Big Thing: nice work if you can get it and - in a world with a seemingly neverending appetite for novelty - it seems you can get it every time.

This is a guide to analysing the formbook to predict consumer trends. My prejudice led me to expect little more than finger-in-the-air analyses but it takes a more academic approach, and marketers will eat it up with glee.