A big part of the TrenDNA philosophy is that the job of finding the ‘right problem’ to work on is akin to detective work. It’s about uncovering and assembling a critical mass of clues.


One of the most paradoxical of the things we have understood during the course of the 12 years of research that underpin TrenDNA is that the vast majority of those clues can be gathered without actually going to speak with customers.


That’s why organisations like Apple spend so little time talking to customers. What these best-practice companies have learned is that the best clues come from, first, defining what the ‘perfect’ tangible and intangible outcomes a customer is looking for, and, second, tapping in to the ‘inevitable surprise’ societal patterns that can be found all around us.


95% of marketing budgets, according to us, because we ask the wrong questions and delve into the minutiae too soon. That said, we live in a world that is driven by data. Nothing can be justified without data. Even if the data – as is usually the case – turns out to be meaningless. We’ve thought a lot about this problem. And have spent a decade trying to solve the conundrum of how it is possible to acquire meaningful data in a world where customers rarely if ever tell the truth, the whole truth and nothing but the truth. The answer to the conundrum can be found at our partner ‘reading-between-the-lines’ measurement website


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