Finding, understanding and interpreting opportunities

Research & trends

If organisations want to stay competitive, they need to understand their target groups in order to come up with fitting solutions. Trendhuis already has the edge in that regard: we have been analysing trends via longitudinal trend and market studies for twenty years ... And counting!

No research question is the same. That’s why we always begin our trend studies with an exploratory desk research of both internal and external source material. Our next step is to conduct a brain research in which we use in-depth interviews to further examine the challenge posed. These initiating steps lay out the groundwork for our qualitative and quantitative data, which we collect via inquiries, panel discussions and interviews.

The collected data is then translated into strategical, concisely formulated (policy) advice, with the desired target group in mind. By working like this Trendhuis performs trend studies that result in innovation analyses, future-proof scenarios, new market potential, three-dimensional target group profiles and crystal clear, unique selling propositions. We don’t collect data, we use them!

Trend Barometers

Stakeholder mapping

Feasibility study

Target group analysis

Concept testing

Satisfaction survey

Case 1

The future of work

Work Barometer in cooperation with partners

In cooperation with partners such as VDAB, Microsoft, Infrabel and VUB, Trendhuis has been performing a large-scale study monitoring the job market since 2008. Through quantitative and qualitative research we already interrogated thousands of Flemish employees, employers and decision & opinion makers. In doing so we not only managed to depict their expectations, but also gained insight in societal developments, both hopeful and alarming.

Research & trends

In this Work Barometer we use a quantitative inquiry to question about 2,400 Flemish people each year. We further investigate the collected results by performing in-depth interviews with decision & opinion makers and by interviewing focus groups divided into different subcategories.

Strategies & concepts

The collected data are translated into specific guidelines for company directors, HR-managers and policy makers. Each year we focus on one particular topic, all the while paying attention to both differences and similarities that exist between generations and between more specific target groups.

Communication & tools

Studies and advice should not only be read, but also be used. That is why we visualise ours in a trend book. The aim is to present a helicopter view of the collected results, done so in engaging and creative fashion.

We want to be prepared for our future job market, the ESF agency in Flanders wants to be prepared. That is why this Work Barometer is so important to us. We can only prepare ourselves and react adequately if we know what challenges are coming our way.

Partner of our diversity Work Barometer’
Case 2

A healthy and carefree lifestyle

Feasibility study KBC bank

In order to create a more colourful and appealing image for their insurance products, KBC bank asked us to work out a few possible scenarios. Specifically we looked for health concepts that would add to and improve the prevention policy of KBC bank. Next to this we also examined possible ways for KBC to stay in touch with clients after making a sale that includes health related services.

Research & trends

In order to lay the groundwork for this study we conducted an international desk research in which we benchmarked health reward systems from all continents. Afterwards we probed possible opportunities, struggles, hopes and fears by performing twenty in-depth interviews.

Strategies & concepts

Based on our research data we came up with three potential scenarios for the future. As it turned out the community shop, the health scan and the individual trajectories were perfectly compatible and easy to build up gradually.

Communication & tools

To launch our executive phase we turned our three scenarios into real concepts with an all-encompassing content matrix. In doing so we based ourselves on existing use cases.

We are evolving towards an ‘Insurance of Things’. Health technologies are increasingly bestowing responsibility on consumers and are thwarting traditional solidarity principles in doing so. Will a healthy customer still be prepared to pay as much for his insurance as his sick neighbour in the future?

Office holder KBC
Case 3

An eco-friendly way of doing errands

Impact study for Beedrop

Beedrop delivers local products to the customer: easy and much better for the environment. An initiative with potential that Trendhuis is happy to help develop. By conducting an impact study oriented towards both market and environment, we managed to come up with four future scenarios that enable Beedrop to lower their CO2 emissions even more. The Beedrop way is the way to go!

Research & trends

We compared data concerning the environmental impact of both errands being delivered and doing them yourself. Subsequently we questioned current and potential customers from Belgium and The Netherlands in a quantitative survey.

Strategies & concepts

From the collected data we were able to develop four plausible scenarios for the future of Beedrop. And all of them had the same result: a heightened Beedrop activity means less CO2.

Communication & tools

Trendhuis designed a nifty infographic to present the results in an appealing and intelligible way. For further support we also organised our findings in user-friendly schedules and tables.

Hire people with disabilities!

The Welcome2Work-project motivates employers to hire people with disabilities and to integrate them in the workplace. This integration will foster them in the transition from the social to the regular economy, while paying attention to their individual competencies and talents.


Nathalie Bekx, CEO
015 28 54 00

Katleen Weytjens, director
015 28 54 03