Last week we reported an article about the current prediction of trends and how the author, Duncan Watts firmly believes that cultural phenomenon’s are “quite simply, impossible to predict.” An...

Last week we reported an article about the current prediction of trends and how the author, Duncan Watts firmly believes that cultural phenomenon’s are “quite simply, impossible to predict.” An alternative point of view is described by Dr. Alex Bentley, a lecturer at Durham University:

Our studies suggested that popular success does not necessarily require any inherent qualities — it can happen just by luck through the process of people randomly copying each other.

Analyzing thirty years of data from the Billboard Top 200 chart and the “consistency in turnover of baby names and dog breeds”, Bentley’s team realized that there is a very minimal degree of variation and originality in both song-titles and names. And as far as what it means for R&D, Bentley suggests that:

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in