Catch Crowd DNA’s London managing director Dr Matilda Andersson and senior consultant Roberta Graham discussing how leading edge behaviour can predict what’s next for mainstream consumers...

MRS hosts Methodology In Context on November 22 in London  – a chance for insight professionals to explore new, creative and dynamic methodologies and how best to apply them within research. We’re excited to announce that Crowd DNA’s Matilda Andersson and Roberta Graham will be presenting Leading The Pack: a session focussing on how leading edge behaviour can predict what’s next for mainstream consumers, and the methods and tools we use to do so.

Predicting the future is at the top of any insight and innovation wish list. All too often, however, brands fail to spot what’s coming next by sticking too close to their already existing consumers. Using leading edge participants as predictors of mainstream behaviour is obviously nothing new, but doing so accurately – and in a way that’s relevant for specific categories or brands – remains one of the greatest enigmas within our industry.

With that in mind they’ll ask: what tools and frameworks do we need to turn this art into science? And is observing ‘leading-edgers’ the future of brand health and cultural relevancy?

For those keen to learn more about how we use leading edge behaviour to keep an eye on the future, you can find out more info here.