News that the trend forecasting industry has grown to an estimated $36 billion dollars, suggests that trend forecasting information is becoming increasingly important to innovators and designers.

And, with the industry having achieved such scale, perhaps we should question who is really driving the trends we see on the catwalk and the high street these days – designers or trend forecasters?

The authors of Gamestorming promise that by “imagining, creating and exploring possible worlds, you will open the door to breakthrough thinking and real innovation”. What’s more, the ‘games’ they describe in their book can help us do this. So how well does it deliver?

Many markets appear saturated these days. Analysis may reveal that established players dominate and that the required marketing spend to compete presents a high barrier to entry. It’s enough to put off many potential entrants.

But look again and you may be able to see such markets with ‘fresh eyes’. You might be able to spot the traditional business model, predictable marketing strategy and well worn distribution strategy...and find scope to innovate.

With a New Year ahead of us, research companies and forecasters of trends in various fields are loudly proclaiming their wares, namely the new trend forecasts they have produced. It’s a reminder of the importance of us drawing on trend information to inform our innovation initiatives.

So, how can we use this data effectively? Here's 3 ways you may want to experiment with.