This morning I spoke to a very nice reporter from a Brazilian magazine called Veja – which I am told is their equivalent to Time Magazine. The angle for her forthcoming article is that you can do trend spotting by reading blogs. I half agreed with her. Scanning blogs can be a great start but there's a lot more to trends analysis than that. For PSFK consultancy clients we mix secondary deep scanning (from an international team of scouts) with primary research on the street and with an extensive network of informed opinion makers whom we have met through publishing

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