Futurecasting The Market

Being successful in any commercial, philanthropic, or government enterprise requires anticipating changes and positioning your organization to address them successfully. These changes can come in many forms, such as changing regulations, technological advances, or changes in consumer demand. One tool I have used over the years for mapping out and understanding such changes is called “Futurecasting.”

Futurecasting is a heuristic technique that helps envision future consumers, products, industries, competitors, challenges, or opportunities by combining forecasting and imagination to model future states. Web Personas are commonly “futurecasted” by digital agencies to help plan out long-term digital investments — such as large-scale Websites with enterprise functionality like e-commerce, personalization, etc. — so they are adaptable to changing user behavior and motivations. Read More »