If you decided to offer a new service or product, you wouldn’t make that decision out of the blue or because you had a hunch that people would like it. At least we hope not! Business decisions are made from well-analyzed data and trends that guide you toward an evidence-based executive decision. The same should go for any type of public relations strategy or campaign. 

A trend analysis is often used when developing strategies and objectives. This exercise is beneficial because we can better understand why and when customers make purchase decisions and gain insight on their current preferences. We look at historical patterns and seasonal trends that can predict future needs and outcomes. Interpreting these results can inform decision-making and determine attainable objectives for short and long-term planning. 

Conducting a trend analysis will set the stage for future planning, especially if you’re interested in introducing a new business offering or altering your business model. Once the analysis is complete, you can then integrate it into your organizational PR strategy or a specific campaign with these steps:

1. Determine measurable objectives.
   The data you collect from your trends analysis should provide actionable recommendations and reasonably attainable objectives. Be sure you can measure your progress to ensure your strategy is successfully addressing the challenges and opportunities presented by the trends.
   
2. Be flexible.
   It’s not unusual for your trend analysis to slightly miss the mark. Unexpected events like stock market volatility, natural disasters or community crises can interrupt progress toward your goal. It’s OK to take a moment to pause or reassess and develop new benchmark goals.
   
3. Pay attention to feedback.
   Don’t be afraid to ask for input from your customers, especially if you’re introducing a new product or service. Understanding how they feel will help drive any business decisions to continue, adjust or change your strategy. 

Practicing trend analysis should be a regular part of your strategic planning. With evidence-backed data, you can propose new strategies and objectives with confidence and gain the buy-in from other decision-makers within your organization. By gaining a thorough understanding of your industry and the market’s landscape, you can develop a strong plan that will serve current customer needs and anticipate future shifts.