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PREVIEW

THE ENCYCLOPAEDIA OF THE FUTURE FOR THE MOST IMPORTANT TREND TERMS

PREVIEW

FOREWORD

The future is made of ever more and ever smaller innovations. It's like a great work of art made using the finest mosaic stones. Our world view is no longer being fundamentally changed by the revolutions of the 19th and 20th centuries, as we are now being challenged by the various future scenarios presented in the media, a new set of terminology and artificial words. Another important aspect is the fact that every statement now made about the future is based on current, individual viewpoints. The Trendbook 2012 is the encyclopaedia of the future for the most important trend terms. It describes all the phenomena that have emerged over the past few years and that will influence the way we think and act in the future. The Internet is jumping out onto the street and we are increasingly moving in a digital space that we call the Outernet. The formula for success of High Tech is Shy Tech, which stands for the symbiosis of growing technological complexity and the desire for simplicity.

The Trendbook 2012 will take you through megaand macro-trends, then into the trend universe of the future and finally back to the present via some concrete micro-trends. You must always bear in mind that micro-trends are concrete innovations. A special chapter of this book is the TrendSalon, in which progressive thinkers and visionaries from academic and business backgrounds have penned their thoughts on the future. This gives the predominantly informal character of this encyclopaedia an important extra component: it encourages you to reflect. Take your time to read through these carefully composed articles, lean back and gather your thoughts. TrendONE stands for worldwide micro-trend research. We are delighted to be able to offer you the mosaic stones with which you can create an image of the future. With best wishes, The TrendONE team

TRENDBOOK 2012

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USING THE TRENDBOOK

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ACTIVE ENGAGEMENT ADPERFORMANCE

ADVERTISING AS A SERVICE

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M E GA - TR E ND Mega-trends describe structural changes in society. They influence all aspects of society and have a long-lasting effect.

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ATTENTION ECONOMY

ACTIVE ENGAGEMENT Where consumers had previously been passive and in `lean back' mode, they are now encouraged to engage more actively with brands. The objective here is to create brand communities in which users can experience a greater sense of participation. As the direct involvement of individual consumers increases, so too does their acceptance of the brand's advertising measures. These measures often incorporate SOCIAL NETWORKS , EXPERIENCE DESIGN and BRAND ENVIRONMENT .

M I C R O -T R E N D O N ACT I V E E N G AG EM E N T

The advertising agency Johannes Leonardo is sending New Yorkers on a poster hunt in a new campaign for an undisclosed client. The agency has created 40 unique posters, placed in subway stations throughout the Big Apple, which show one piece of a puzzle and the Twitter hashtag #UndergroundPuzzle. Passers-by are encouraged to snap the images on their phones to get an overall picture that, in its entirety, would be censored. People can then share their finding on the Twitter profile to support the campaign. Finally, the brand behind the campaign will be revealed to all.

{Source: http://twitter.com/UGpuzzle | Johannes Leonardo New York, USA}

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M A CR O - TR E ND Macro-trends are specific variations of mega-trends. They describe partial trends that feature a different degree of effectiveness.

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M ICR O - TR E ND Micro-trends are new, intelligent, leading and structure-changing innovations. They are the first concrete signs of emerging trend movements.

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ADPERFORMANCE Adperformance refers to advertising in the form of extraordinary and unexpected events, which feature music, art or elements of (street) theatre, for example. This kind of advertising campaign plays on people's emotions and conveys its message on a wave of euphoria. Also see SENSATION MARKETING , ARTVERTISING .

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PA GE R E GIS TE R The page register shows which macro-trends you can read about on the pages you have opened in the Trendbook 2012. The micro-trends also come with pictures to enhance your understanding of them.

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CR O S S R E FE R E NCE Cross references in the form of key words refer you to related macro-trends that are also featured in the Trendbook 2012.

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CONTENT

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A WORD OF THANKS FOREWORD USING THE TRENDBOOK AN OVERVIEW OF THE MEGA-TRENDS

21 22 23

Recommendation Marketing Sensation Marketing Tryvertising

37 37 38 38

Print Plus Technology Convergence Unified Communications Voice Over IP

24 26 26 27 27 27 28 28 28 29 29 30 30 30

COMMUNITY

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Alternate Reality Games Augmented Reality Games Big Games Casual Games Cinematic Games E-Sports Geocaching In-Game Advertising Micro Games Mobile Games Multiplayer Nostalgic Entertainment Online Games Serious Games Social Games

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ATTENTION ECONOMY

Active Engagement Adperformance Advertising As A Service Ambient Media Ambush Marketing Artvertising Audio Branding Blow Up Body Artvertising Brand Environment Eventism Experience Design Guerilla Marketing Interactive Media Neuromarketing Pop-Up Stores Product Placement

14 14 15 16 16 16 17 17 17 18 18 19 19 20 20 20 21

Club Concepts Community Of Interest Connected Experience Crowdfunding Crowdsourcing Digital Community Digital Dating Folksonomy Instant Community Life Sharing Local Networks Open Source Third Places

42 42 43 43 43 43 44 44 45 45 46 46 47 47 48

32 34 34 34 34 35 35 36 36 36

CONVERGENCE

Brand Convergence Business Mashups Content Convergence E-Reading Interactive Broadcasting IPTV Mashups Media Convergence Mobile TV

50 52 52 52 53 53 54

HEALTHSTYLE

Alternative Medicine Anti-Aging Body Tuning Coaching Connected Health Agents E-Health

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54 55 55 55 56 57 57 57 58 58 58 59

Functional Food Globesity Health Consulting Life Recharging M-Health Mindstyle Neuro-Enhancement New Fitness Rise Of Allergies Slow Food Spiritualisation Work/Life Balance

70 71 71 71 72 72 72 73 73 74 74 74 75

Configurator Contextual Marketing Extreme Experiences Extreme Luxury Gravanity Long Tail Mass Customisation Massclusivity Personal Design Segment Of One Self Indulgence Smart Targeting User Profiling

84 84 85 85

Semantic Web Social Search Visual Search Wiki

88 88 89 89 90 90

60 62 62 63 63 63 64 65 65 66 66 66

HOMING

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Ambient Assisted Living Connected Home Delivery Services Do-It-Yourself Functional Furniture Home Design Home Entertainment Home Shopping Inperience Security & Surveillance Systems SHEF

KNOWLEDGE SOCIETY

Collective Intelligence Counterfeit Creative Class Creative Commons Edutainment E-Learning Enterprise 2.0 Infolust Information On Demand Information Quality Intelligent Search Knowledge Agent Knowledge Services Knowledge Systems Mobile Office

91 92 92 93 94

78 78 79 79 80 80 80 81 81 81 82 82 83 84 84

Artificial Intelligence Biometry Bionics Biotechnology Genetic Engineering Human/Technology Convergence Implants Nanotechnology Neuroscience Robotics War On Cancer

96 98 98 99 99 100 101 101 102 102

OUTERNET

Augmented Reality Context Awareness Digital Maps Geotagging GPS & Telematics Local Information Location-Based Advertising Location-Based Services Mobile 2.0

68 70 70

INDIVIDUALISATION

Adventure Travel Body Scanning

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103 103 103 104 105 106 106 106 107 107 107

Mobile Apps Mobile Commerce Mobile Content Mobile Couponing Mobile Payment Mobile Services Object Hyperlinking Personal Bodyguard RFID & NFC Ubiquity Web Of Things

119 119

Universal Design Wearable Technologies

134 136

TIMELESS TIME

24x7 Accelerated Culture Content On Demand Convenience Products Convenience Services Deep Support Digital Distraction Economy Of Time Fast Casual Dining Full Service Kiosk Systems Life Management Micro Boredom Multifunctional Products Self-Service Snack Size Content Speed Retail Speed Travel Speed Wellness Time Shift Television

122 124 124 124 125 125 125 126 126 127 127 127 128 128 129 130 130 130 131 131 132 132 133 133

SUSTAINABILITY

Back To Basics Cause-Related Marketing Charity Climate Change Corporate Social Responsibility Eco Cities Economising Energy By The Way Ethical Marketing Fair Tourism Fair Trade Green Positioning Greenstyle Information Transparency Local Niche LOHAS Organic Products Premium Eco Recycling Smart Basic Social Lending Urban Farming Zero Emission

136 136 137 137 138 138 138 139 140 140 140 141 141 141 142 142 142 143 143

110 112 112 113 113 113 114 114 115 115 116 116 116 117 117 118 118 118 119

SHY TECH

Advanced & Smart Materials Affective Computing Ambient Intelligence Connectivity Digital & Micro Payment Digital ID Functional Clothes Gesture Recognition Human Machine Interfaces Miniaturisation Modular Devices Object & Face Recognition Photonics Polymer Electronics Simplicity Smart Sensors Speech Recognition Tactile Interfaces

144 146 146 146 147 147 148 149

VIRTUALISATION

3D Media & 3D Devices 5 Sense Immersion Cloud Computing Cyber-Bullying Digital Identity Digital Preview Digital Rights Management

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149 149 150 150 151 151 151 152 153

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ABOUT TREND ONE GLOSSARY NOTES IMPRINT

154 156 156 156 157 157 157 158 158 159 159 160 160 161 161 162 162 163 163 164 164

YOUMOCRACY

Adbusting Centralised Me Citizen Journalism Corporate Blogs Digital Natives Do-Ad-Yourself Fan Fiction File Sharing Freelancing Hobbynomics Life Caching Micro Blogging Micro Business Open Content Participation Business Peer To Peer Prosumer Real-Time Web Rewarded Activities Social Commerce

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Holography Smart Shopping Virtual Conferences Virtual Currencies Virtual Goods Virtual Marketing Virtual Reality Virtual Services Virtual Worlds

165 165 166 166

Social Networks Social Software User-Generated Content Viral Marketing

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AN OVERVIEW OF THE MEGA-TRENDS

INDIVIDUALISATION SUSTAINABILITY KNOWLEDGE SOCIETY ATTENTION ECONOMY GAME ON YOUMOCRACY TIMELESS TIME CONVERGENCE COMMUNITY LIFE SCIENCE

HOMING

HEALTHSTYLE

OUTERNET VIRTUALISATION

SHY TECH

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MEGA-TREND OUTERNET The term Outernet stands for a whole new

technological development that will fundamentally change the way we relate to each other and to objects. The Internet is placed as an added layer over our surroundings, and the functions that we have learned ­ linking, searching, personalisation and interaction ­ are transferred to physical objects and products. The Internet is jumping out onto the streets and becoming the Outernet. Mobile data flat rates, the Web of Things, the possibilities in geolocalisation and augmented reality systems are the key driving forces behind this ubiquitous Internet generation. In addition, data transmission protocols such as HSDPA, LTE and WiMAX are consistently stripping away the separation of offline and online worlds. A variety of location-based services are now ready to hit the market, most of which are in the form of mobile phone apps and offer context-related information and services, and have also integrated the community aspect. GeoChips and visual codes are now turning practically all physical products into real hyperlinks, which means that we can no longer differentiate between products and sales areas. The Outernet will therefore lead to a huge increase in the number of potential sales and distribution channels, and many sectors of industry will be forced to rethink their strategies.

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D AR GU FC DY N & BO AL ID NG NKI ON RF RLI RS YPE PE TH JEC OB ES SERVIC MOBILE

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AUGMENTED REALITY Augmented reality describes the combination of various technologies that can be used to augment the realworld by overlaying or inserting virtual objects and information. For example, information or 3D animations can be shown in real time on a head-mounted display, a computer screen or a phone's display to enhance the natural surroundings. The applications are multifaceted and could be used in operations, for training purposes, entertainment or improved navigation. Simply by pointing the mobile phone camera at a building, users can get some fascinating facts (such as text, photos, videos etc) about its history displayed on the screen. Similarly, product packages can be scanned to reveal their contents on the display in 3D motion. Also see AUGMENTED REALITY GAMES, VIRTUAL

REALITY, LOCATION-BASED SERVICES, LOCATIONBASED ADVERTISING,

M I C R O -T R E N D

{Source: http://www.museumoflondon.org.uk | Museum of London, UK}

LOCAL INFORMATION .

O N AU G M E N T E D R E A L I T Y

The Museum of London and the agency "Brothers and Sisters" have released an iPhone app that uses geotagging and augmented reality to put various museum items into the context of the city. The "Street Museum" application links city views from the museum`s archives with real locations, meaning that the origins of different pictures are shown on a map of the city. If users are at one of those locations, the relevant picture is displayed on their mobile phones` screens, allowing them to compare it with the view from today.

CONTEXT AWARENESS With the help of intelligent systems ­ based on profile data, sensors ( SMART SENSORS) and smart information processing ­ the contexts that users operate in can be captured and directly exploited. There is enormous potential here for the development of personalised services and context-related marketing ( CONTEXTUAL MARKETING, SEGMENT OF ONE). This development has been boosted by the new generation of mobile devices that can constantly adapt to the different contexts in which they are used. Also see LOCATION-BASED SERVICES, USER

PROFILING, KNOWLEDGE SYSTEMS, AMBIENT INTELLIGENCE .

M I C R O -T R E N D O N C O N T E X T AWA R E N ES S

Aloqa is a central provider of location-based services. Thanks to Aloqa, companies for whom the location of

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AUGMENTED REALITY CONTEXT AWARENESS DIGITAL MAPS GEOTAGGING

{Source: http://aloqa.com | Aloqa GmbH, Germany}

TELEMATICS.

GEOTAGGING Geotagging (sometimes also referred to as geocoding) is the process of adding geographical identification metadata to various media contents (using latitude and longitude coordinates). For example, content that can be uploaded to web 2.0 portals, such as Flickr, can be traced back to their original locations using geotagging and displayed on a digital map ( DIGITAL MAPS ). The geographical metadata also have an additional key function: they can be used to stitch photos and videos taken from different angles into huge, three-dimensional panoramas (see Microsoft Photosynth, MASHUPS ). Also see GEOCACHING , GPS & TELEMATICS .

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their business plays an important role will no longer need to develop suitable software for each mobile phone. Aloqa offers both them and advertisers a platform which provides users with information on their surrounding location in a targeted and context-related manner. Instead of wasting time to enter search terms into the phone, Aloqa gives its users proactive support by providing them with information on friends, concerts, their favourite stores and bargains on offer in the surrounding area whenever they need it.

DIGITAL MAPS Digital maps enable users to travel around almost any destination in the world simply by clicking on a few buttons. They offer additional benefits on mobile devices and, when combined with other technologies (e.g. GPS, digital compass), can transform the mobile phone into a navigation system. Digital maps are increasingly becoming a digital view of the real world, particularly when they are generated using real-life images (Google Street View, Microsoft Photosynth, MASHUPS) or are placed over the image on a camera as an additional digital layer ( AUGMENTED REALITY). As far as marketing specialists are concerned, digital maps offer a wide variety of possibilities for LOCATION-BASED ADVERTISING and mapvertising, in which the advertising can be linked to the results found for online searches, featuring special offers from nearby stores, for example. Also see GEOCACHING, GEOTAGGING, GPS &

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M I C R O -T R E N D

O N G EOTAGG I N G

The Finnish company FinderBase offers a service of the same name that allows users to list lost and found objects online and display them on Google Maps with geotags. Further information such as dates and details about an item, or even photos, can also be added. There is also a reward system, whereby a finder receives five FinderBase credits. Item seekers must pay twenty credits to list a missing item. This is worth about one euro, which makes it very good value for items such as lost car keys.

GPS & TELEMATICS Global Positioning System (GPS) is a special satellite navigation system that can be used 24/7 anywhere in the world to get information on specific, three-dimensional positions, as well as on speed and time. This makes it possible to localise people, objects and data, and pinpoint them to a certain location. The EU's launch of the Galileo satellite navigation system in 2014 will undoubtedly lead to a significant improvement in the precision of localisation possibilities, compared to GPS. The service will then be able to localise people and objects with an accuracy of less than one metre. This development is certain to boost the growing field of telematics, which is a combination of telecommunications and informatics with the aim of producing and operating effective, applicable software systems. One example of its implementation is the effort to control traffic so that jams can be avoided and alternative routes displayed to drivers. The best known application from the field of telematics is the navigation system, which is now an essential aid to drivers, particularly with rental cars. Also see GEOCACHING, GEOTAGGING, LOCAL

INFORMATION, LOCATION-BASED SERVICES, DIGITAL MAPS . LOCATION-BASED ADVERTISING,

M I C R O -T R E N D

O N G P S & T EL EM AT I C S

{Source: http://www.finderbase.com | FinderBase, Finland}

The car industry supplier Continental has developed a telematics box that can be used to track cars and, if necessary, remotely disable them. "Novanto" is a GPS module in the size of a pocketbook. Once activated, it continuously sends location data to a control

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GPS & TELEMATICS LOCAL INFORMATION LOCATION-BASED ADVERTISING

SERVICES,

LOCAL INFORMATION,

GPS & TELEMATICS . {Source: http://www.conti-online.com | Continental AG, Germany}

M I C R O -T R E N D O N LO CAT I O N - B AS E D A DV ERT I S I N G

LOCAL INFORMATION Local information forms the basis for a wide variety of Outernet applications, such as route planners and LOCATION-BASED SERVICES. The data pool is taken from diverse Sources of information: mobile devices transfer location-specific, time-based and personalised information; navigation devices automatically report traffic conditions; weather services provide location-based forecasts; and everyday objects independently transmit data on their present and previous locations.

The American company WaveMarket is offering geofencing services for app developers and mobile network operators. Geofencing is all about the localisation of objects to enable actions to be performed whenever the object enters or leaves a predefined area. A virtual fence is set up around a certain location, such as a café. Whenever people enter this zone with their mobile phones, the system becomes aware that they are physically nearby and can push information to the phones. This technology is already being used by companies specialising in location-based services, such as "Shopkick" and "Placecast".

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centre, which informs the police if the car has been stolen. The owner can then bring the car to a standstill at the touch of a button. Not only cars can be fitted with this system ­ it`s also possible with boats, as well as vehicles for the building and agricultural industries. When buying "Novanto", customers get a SIM card that allows them to contact the control centre for 2 years.

Also see

WEB OF THINGS,

GPS & TELEMATICS, UBIQUITY,

LOCATION-BASED ADVERTISING, MOBILE 2.0.

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LOCATION-BASED ADVERTISING Location-based advertising is a new form of mobile advertising based on the technical capabilities of precise localisation (e.g. via GPS or WiFi). The information received on people's locations via their mobile devices is used to send them advertising and special offers directly related to wherever they are currently situated. Location-based advertising may come in the form of pull advertising (e.g. as a banner ad placed next to the user's search query) or as push advertising, although this requires the user's express approval (opt-in). Also see MOBILE COUPONING, LOCATION-BASED

PREVIEW

SPECIAL CHAPTER IN THE TRENDBOOK 2012

TREND SALON

16 progressive thinkers and their thoughts on the trend world of tomorrow

TRENDSALON

PREVIEW

TREND SALON

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TRENDSPOTTERS OF THE WORLD, SHAPE UP!

Magnus Lindkvist

05

ARE WE GOING HYBRID?

Frans Vogelaar

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THE FUTURE OF URBAN SPACE

Daniela Krautsack

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THE CHALLENGE OF THE UNKNOWN

Karsten Bleymehl

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TREND IS ANOTHER WORD FOR MINORITY

Oliver Errichiello & Dr. Arnd Zschiesche

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THE USABILITY OF EVERYDAY LIFE

Lauritz L. Lipp

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SOCIAL APP CULTURE ­ THE YEAR 2025 ...

Walter Matthias Kunze

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AN ALTERED VIEW OF REALITY

Matthias Abel

03

BIOFEEDBACK

A BASIS FOR NEW FORMS OF EMOTION-BASED COMMUNICATION

07

WHEN HUMAN AND MOBILE PHONE BECOME ONE ...

Dr. Stephan Verclas

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PASSENGER AT HEART, AIRLINE IN MIND

Axel Becker & Nicolas Tschechne

Max Celko

04

MOOD FOOD

THE EVOLUTION OF FOOD AND DRINK

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HERE I AM

LOCATION REPORTING ­ USEFUL FEATURE OR "TRANSPARENT CITIZEN"?

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BOTH SIDES OF THE STORY

Christian v. den Brincken

Rolf Buchholz

Anna Luise Sulimma

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TRENDSALON

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THE CHALLENGE OF THE UNKNOWN

DIGITAL HU NT I N G A ND G AT HER I NG

Online research is a very fast journey through a labyrinth of information made up of bits and bytes, passing through texts and graphics, around scientific publications, past wonderful high-gloss images and pompous press releases. With the scroll button pressed firmly down, we fly through the meaningless discussions of busy, self-important bloggers and into the most remote corners of complex academic portals ­ constantly on the lookout for pieces to fit into a jigsaw whose final picture we can scarcely imagine.

D E C E PT I VE T E MPTAT I O N S

Karsten Bleymehl

DIRECTOR LIBRARY & MATERIALS RESEARCH MATERIAL CONNEXION COLOGNE

Journalists, trend scouts and other researchers go looking for information and contacts on the Internet every single day. Armed with a few search terms and infected by the hunting bug in their search for the unknown, they boldly make their way out into the digital jungle. Such people are driven forward by the instinct of the experienced hunter and gatherer, and have to link the search terms returned in the endless pages of results to their original references and decide, often in just a fraction of a second, whether it`s worth pursuing the journey. Sometimes, the question has to be reformulated and posed again to the digital information universe until the royal stag is finally in full view of the virtual gun and the hunter only needs one last click.

We are frequently presented with nothing better than red herrings. Because such sites or documents have already been accessed by so many people, they appear in the first five search results but offer no genuine merit. For the most part, it is the most popular and hotly debated topics that are responsible for terabytes of junk data. It's easy to trust studies and reports without questioning the people behind them. On closer inspection, the authors of such works are often found to be in the pay of the companies and industries that commissioned them in the first place. After all, anyone can post information on the World Wide Web, but there are no guarantees of its reliability. Proper research means considering both sides of the debate and calling even the most plausible arguments into question. Researchers require patience and concentration to ensure that they do not jump the gun in the forest of information.

PRO PE R RE SE ARC H ­ FAST E R, B E T T E R, F U RT H E R

In order to research effectively, it's important to know a few tricks of the trade. Professional information retrieval is far from being a trivial matter and certainly does not end with a few Internet-based searches, even if it often begins there. One must always bear in mind

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that even the best search engine only indexes approx. 16% of the contents of the World Wide Web, and that all search engines together access just 42% of it. What's more, we should continuously vary the search terms we enter as well as the language we use for our searches. The rapidly growing percentage of people reading and adding content to the Internet who do not use English means that we are closed off from significant sections of the web. Furthermore, it is essential also to change the media we use from time to time. While Google can filter and serve us with indexed information from the web, what answers would we get from specialist literature and experts in the fields we are researching? It can only be of benefit to find these specialists and get in touch with them directly. The overriding objective is to immerse oneself in the material instead of just surfing on the surface of it. In my job ­ the search for new materials and innovative manufacturing processes ­ it is crucial to attend local, face-to-face meetings at the production plants. Witnessing the manufacturing procedure with one's own eyes, standing next to huge, roaring machines, directly experiencing how products are made and talking to the people who do all this work is, quite simply, irreplaceable. Discussions with the developers and even brief conversations with the workers can offer some incredible insights.

THE HUMAN FACT OR

the right questions when dealing with the experts. The possibilities offered by digital searching simplify a good deal of our work, but they cannot replace the social interaction of two people. Open discussions lead directly to new topics, answers create even more questions and, in the end, researchers are opened up to entirely new perspectives that they would never have found by limiting themselves to the Internet. This communicative interaction, combined with the willingness to embrace new objectives, sparks a drive for exploration ­ a condition which demands to be released and keeps people alert throughout their lives. Even in the 21st century, human intuition is essential to the way we search so that we can distinguish the right paths from the wrong. This is a prerequisite which digital media will never be able to replace and which makes us what we are.

TREND SALON

Karsten Bleymehl After finishing his training in Industrial

Engineering for Machine & System Technology, Karsten Bleymehl founded his first company in 1996, specialising in product design and development. In 2004, he graduated in Industrial Design at the University of Fine Arts, Saarbrücken, with a thesis entitled "New Materials in Product Design". He gained his first international work experience at Atelier Mendini in Milan, working on several international projects with Alessandro Mendini. Since the opening of the Cologne branch of the New York company for innovative and sustainable product development, Material ConneXion, in 2005, he has been directing the Library and Materials Research department of Material ConneXion Cologne.

WWW.M AT ERI AL CONNEX I ON.DE

The true challenge to people searching for information lies in the great unknown. Whether we are working on a newspaper article, a doctorate or an innovative product development: creativity and constant curiosity form the basis of our work. As hunters and gatherers, we can confidently draw our own conclusions from our initial forays into the flora and fauna of unknown places. The art of our searching is to acquire a sufficient level of knowledge from an early stage and structure it clearly in order to be able to ask

TRENDSALON

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04

MOOD FOOD

THE EVOLUT I ON OF F OOD A ND D R I NK

In the past, people ate to fill their stomachs and survive. By contrast, in today's affluent societies we have long since been able to satisfy such basic needs and now look to reach higher aims. Today's maxim is that we are what we eat. We eat in order to create our own identity, to express the kind of lifestyle we have chosen, to enjoy ourselves, to treat ourselves, to reward ourselves and to enchant our senses. We also eat to show which social group we belong to and stake our culinary claims. Even the new concept of "Dining in the Dark" is more concerned with self-discovery than nutritional intake. The subject of organic food has also branched out from the health sector to become a philosophy of its own. The advertising for all the different types of food now attempts to sell us emotional functionalisation everywhere and every day. As an integral part of our cultural, economic and societal development, food and drinks are being increasingly emotionally functionalised and influence the very foodstuffs themselves, as well as the tastes of customers and, not least, their shopping decisions.

E MO T I O N AL AD D E D B E N E F I T S

Rolf Buchholz

FOUNDER AND MANAGING DIRECTOR OF KEY VALUES GMBH

Why do we say that the best way to a man's heart is through his stomach? Why do people in parts of Asia still prefer to eat with their hands? The answers sound simple, but are actually rather complex: food has been increasingly emotionally functionalised throughout the course of our history. We have had aphrodisiacs from the Orient, tea made with honey to protect us from colds, Sunday roasts after the war as a sign of growing prosperity and, of course, a bar of chocolate to comfort us ...

Functional Food and Mood Food are an expression of this paradigm shift in society. Mood Food refers to food and drinks that target our moods and emotions, and which are supposed to be consumed in certain situations. They open up an additional category and take us a step higher in Maslow's hierarchy of needs. In future, more will be expected of food than just the fulfilment of the four traditional criteria: price, taste, health and convenience. Food will also have to appeal to our emotions and offer us greater benefits, such as an improvement in our appearance, fewer wrinkles, anti-ageing properties, stress reduction, increased concentration, and so on. A variety of studies bear out that there are now plenty of indications that this trend will continue to develop on an international

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basis. Therefore, we are not only talking about a marketing idea or "old wine in new skins", but much more about the general evolution of food and drink.

WELL NESS AND P R ODUC T I V I T Y

COMPLICAT E D LE GAL CONDIT IONS (E .G. RE GARDING H E ALT H CLAIMS) LOW WILLINGNE SS T O ASSU ME RISKS

TREND SALON

People's individual moods will in future become decisive in their choice of food and drink, their eating habits and their shopping patterns. Market researchers have identified three types of Mood Food: 1. Emotional Eating, 2. Functional Mood Enhancers and 3. Cognitive Enhancement, also known as Brain Food. At the moment, the growing desire to feel good and the demand for mental strength are foremost. Mood Food is therefore the most important category of Functional Food. Although still in its infancy here in Germany, Mood Food is set to become a fundamental national need. Besides the improved understanding of health issues, a greater general knowledge and higher stress factors in life today, the reason for this is also the growing desire for a better work-life balance and more modern, all-encompassing concepts that no longer demand an "either-or" decision (e.g. healthy or tasty) from consumers, but offer a "this-and-that" solution.

INCREASING MAR KET P EN ET R AT I ON

VE RY FE W BE ST PRACT ICE CASE S OR RE FE RE NCE POINT S POOR T E ST RE SU LT S WIT H FU NCT IONAL FOOD H IGH INVE ST ME NT FOR E DU CAT ION MARK E T ING

In the medium-term, hardly any business in the food and drink industry will be able to avoid the issue of Mood Food. The question is, who will make the running on the market and exploit the benefits, and who will follow behind in smaller steps?

The market penetration of this phenomenon can also be shown in figures. According to Mintel GNPD, a total of 93 new relaxation drinks were launched in 2008, and just one year later this number rose to 150. The growing depth of this product range also shows how the Mood Food category is expanding. The question remains as to why comparatively few Mood Food innovations are currently being produced in Germany. We can still only speculate about this and have come up with the following inhibiting factors:

Rolf Buchholz Rolf Buchholz is the Founder and Managing Director of KEY VALUES GmbH. This Hamburg-based company specialises in innovations and business development, particularly in the FMCG market. Rolf Buchholz is involved in all the key issues relating to Food and Non-Food. Furthermore, he lectures on Innovation Management at the Hamburg School of Business Administration and is joint editor of the FMCG AGENDA, the innovation report for the FMCG industry and retail.

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