Understand charts and insights
Each trend is scored with key metrics that support us to understand its past evolution and estimated (probable) future evolution. The first part of this article describes the five key metrics present within Trendtracker. The second part of this articles describes the different kind of charts.
Metric icons
As described in the ‘navigate a trend board’ article, metrics are depicted by easy-to-read icons present in multiple contexts across a trend board (shown in Figure 1): when hovering over radar trends, on trend cards, and in the header of the detail page.
Figure 1: Example trend card and metrics. TSI, Trend Strength Index; TSIE, Trend Strength Index Estimate.
Trend Strength Index (TSI)
The Trend Strength Index (TSI) measures the current strength of a trend. It corresponds to the average of a trend’s strength over the last twelve months, based on the data monitored by Trendtracker. TSI is represented by a numerical value ranging from 0 (lowest) to 10 (highest).
Figure 2: Example of TSI chart.
Velocity
The velocity corresponds to the rate of change of a trend’s strength over the last seven years, indicative of how fast it is evolving. This rate is transformed into a value ranging from -3 (fast decrease) to 3 (fast increase). Within Trendtracker, veclocity is represented by arrow pictograms matching these numerical values.
Figure 3: Velocity icons
Trend Strength Index Estimate (TSIE)
The Trend Strength Index Estimate (TSIE) measures the forecasted strength of a trend, taking its rate of change (velocity) into account. Similar to TSI, TSIE is represented by a numerical value ranging from 0 (minimum) to 10 (maximum).
Figure 4: Example of TSIE chart
Time horizon estimate
The time horizon estimate — more simply referred to as ‘horizon’ — predicts the time interval during which a trend is expected to reach its peak value. Each trend is assigned the time interval having the highest probability, selected from three time intervals: 0-2 years, 2-5 years, and 5-10 years.
Figure 5: Time Horizon Estimate
ROESI strategic action
ROESI (an acronym for ‘Recognize, Observe, Explore, Strategize, Incorporate’) is a data-driven action suggestion framework created by Trensition in collaboration with our clients which predicts a strategic action for each trend, encompassing the information of the other metrics. Figure 2 describes all actions included in the ROESI model.
Figure 6: ROESI actions.
Different possible views today
Figure 7: Different possible chart views in Trendtracker.
- Society
- Industry
- Geography
- Startup / Scale-up
- Investments
- Business and product innovation
- Convergence of trends
- Research and patent creation
- Governmental, regulation and cities
- Consumer mentions
Charts and lists explained
- Timeframe (20, 15, 10, 5, 2, etc.)
- Frequency (month, quarter, semester, year)
- Data sources used to analyse the signals
- More trend lines
Absolute Counts Chart Insights
There are different ways to visualise how trends evolve in Trendtracker via charts. One common way is counting the number of hits for a certain trend and show the trend line for the counts. This can be interesting to look at shorter term trend evolution of buzz topics that generate a lot of news in a short timeframe.
Figure 8: Example of Absolute Counts Chart Insights
Normalised Chart Insights
To normalise it, the 10-point scale is the total number of articles about the main topic. This means that each point in the chart visualises the number of times the trend is mentioned in articles related to the main topic of the chart (eg. industry, startup, investments) .
Figure 9: Example of Normalised Chart Insights
Benchmark lists or heatmaps
The topic can be about anything. Some common lists use in Trendtracker:
- Global regions
- Industries
- Investment types
- Global forces
- Converging trends
- Sentiment and emotions
- Specific industry products
- Competitors
- …
Figure 10: Example of Benchmark lists & Heatmaps
Industry insights
Industry charts
Description: The industry chart shows the evolution of the trend over 10 years within the main industry in the report.
The 2nd chart shows the trend lines for the second and third industry active in the trend board.
Timeframe: Since 1/1/2012
Frequency: Semester
Data sources: All data sources related to industry and company news.
2nd trend line: Benchmark all industries
Figure 11: Example of Industry charts
Industry benchmark
Goal: The industry benchmark sorts industries.
Description: The industry benchmark sorts industries from high Trend Strength Index (TSI) to lower TSI.
Data sources: All data sources related to industry and company news.
Figure 12: Example of Industry benchmark
Geography insights
World Map and Top Regions list
Goal: Understand how the trend is trending in global regions.
Description: In the map: the more towards the pink color, the more the trend is trending in that regions. There is also a 3y timeframe available on the map.
The top regions list sorts regions from high TSI to lower TSI.
Data sources: All data sources related to industry and company news.
Figure 13: Example of World map and Top regions list
New business insights
Investments & Startups
Description: These charts show the evolution of the trend over 10 years within the context of investments ( VC, private equity, …) and startups/scale-ups.
Timeframe: Since 1/1/2012
Frequency: Year
Data sources: All data sources related to industry and company news.
Investment type
Understand if the trend can be linked to a specific type of investment.
Description: The industry benchmark sorts Investment types from high TSI to lower TSI.
Data sources: All data sources related to industry and company news.
Startup inspiration
Description: A list of startups/scale-ups that can be linked to the trend. The startups are clickable and will show you more information on that startup on a seperate page.
Innovation insights
Business innovation and product innovation
Description: These charts show the evolution of the trend over 10 years within the context of business innovation and product/service innovation.
Timeframe: Since 1/1/2014
Frequency: Year
Data sources: All data sources related to industry and company news.
Converging trends
Description: The converging trends lists sorts top mentioned trends together with the main trend sorted from high TSI to lower TSI.
Data sources: All data sources related to industry and company news.
Figure 18: Example of Converging Trends
Top 10 linked global forces
Description: The top 10 global forces list sorts top mentioned global forces together with the main trend sorted from high TSI to lower TSI.
Data sources: All data sources related to industry and company news.
Figure 19: Example of 10 linked global forces
Governmental insights
Governmental insights and city insights
Description: These charts show the evolution of the trend within the context cities and governments.
Timeframe: Since 1/1/2014
Frequency: Year
Data sources: All data sources related to industry and company news.
Figure 20: Example of Governmental and city insights