The speed-dating format is ideal for getting a quick overview of the latest trend phenomena.
Aim: Inspiration, evaluation of micro-trends and deriving the first project ideas
Material: Printed trend cards, posters with evaluation matrix, 4-5 tables
Participants: 20-30 people
Duration: 2 hours
In this case, speed-dating means getting to know trends rather than people – and as many of them as possible in a short space of time. As micro-trends tend to change very quickly, it makes good sense to hold such speed-dating sessions at regular intervals.
The setting for trend speed-dating sessions is normally provided by a macro-trend, which you will discuss for two hours by way of 10 to 25 examples in the shape of micro-trends and rate with regard to your own business area. The best macro-trends for these sessions are the ones currently being discussed in your industry or those which have experienced exciting developments in recent times.
The chosen macro-trend is then split up into three or four stations. At each station, the participants discuss four to five examples and then rank them with the help of a moderator on an evaluation matrix.
Read here how the Chamber of Industry and Commerce for the Central Ruhr Area successfully set up a monthly trend speed-dating session in its own region.
The plan for your trend speed-dating:
1. Define the topic
Start by defining the trend topic for your next trend speed-dating session. You can track the macro-trends in the Trendexplorer and Trendmanager and thereby identify exciting developments at an early stage. Some macro-trends are specific to particular industries, such as Autonomous Mobility. Others have an overarching relevance, such as the Internet of Things. If you have regular sessions, try to create a good mix of both versions.
2. Researching micro-trends
You can then identify micro-trends as practical examples of the chosen trend topic. In the Trendexplorer, these trend collections are known as “Researches”, and in the Trendmanager they are part of an interactive Workspace.
Select four to five micro-trends per station. In line with the cross-industry approach, try to think “outside the box” and include examples from other industries.
3. Identifying and briefing moderators
Each station needs a moderator. The moderator plays a supportive role as the participants work on the content in the practical examples by themselves. Give the moderators some additional background information on the trend topic so that they can respond to questions and introduce new aspects.
4. Finding the right location
If creativity is expected, it can be a good idea to get away from the usual meeting rooms. Experiment with external seminar rooms, co-working spaces or cafés.
5. Procedure
At each station, the participants have 20-25 minutes time to get to know the
selected trends at the station and present them to each other. The trends are
then evaluated on a Wow-How-Now matrix. This is a classic 2×2 matrix using the
dimensions of originality and feasibility. The resulting quadrants are as
follows:
WOW – highly original and easy-to-implement ideas = ideas for possible innovations that are already feasible now
HOW – highly original but difficult-to-implement ideas = ideas for the future
NOW – not very original ideas, but easy to implement = high acceptance and low risk
When the 20-25 minutes are up, the groups change tables.
When each group has visited every station, you can provide a summary of the trend speed-dating. What feedback, wishes and suggestions do the participants have? Which micro-trends caused most surprise? Which micro-trends generated the most discussion? Which micro-trends are easy to transfer and which seem really specific?
Top tip: You can also adapt the WOW-HOW-NOW matrix for your topic. You could replace the originality of the idea on one axis with its potential or influence, and substitute feasibility on the other axis with the work involved or the available competences.
Trend speed-dating at the Chamber of Industry and Commerce for the Central Ruhr Area
The Chamber of Industry and Commerce (IHK) for the Central Ruhr Area has been holding monthly trend speed-dating sessions for its member companies since April 2019. It was initiated in order to stimulate continuous discussions of innovations without taking up too much time or resources. The speed-dating format was considered ideal for this purpose.
The IHK varies the topics and locations, as well as the methods used to evaluate and work on the trends. The topics chosen so far range from “Human Scale City – urban development of the future”, to “Machine Sensing in Industry 4.0” to “Modular Retail, or: Which extended services can offline retail use to make itself more attractive?”.
Modern Workstyle – how do we want to work in future? What will the world of work look like tomorrow?
In the summer, the IHK discussed the topic of “Modern Workstyle” with its members, looking at which concepts work well for which companies and what possibilities are available to implement them.
The trend speed-dating session was divided into four stations, each with 12 examples of modern working. The participants were encouraged to question how much potential the various approaches have for sustainably changing the world of work. The discussion showed the variety of ways in which it is possible to think about “Modern Workstyle” – from changing work structures, flexible working and salary models, right through to modern work spaces and work tools.
The participants evaluated the concrete approaches for the selected trend topic using a WOW-HOW-NOW matrix with the dimensions “Potential for my own organisation” and “Feasibility”.
The examples “Agile network for employee innovation” (Bayer), “Topsharing – shared leadership, double the power” (Telekom), “Flexwork: working independently of time and location” and “Agile work” (Hanseatic Bank) were rated very highly.
It quickly became clear in the discussions that change and innovation cannot just be an end in themselves. Rather, they are an essential basis for achieving and maintaining competitive advantages.
Feedback from the Chamber of Industry and Commerce for the Central Ruhr Area on the trend speed-dating format:
Dörte Orlowski (Organisation Development, IHK Central Ruhr Area) summarises the results of the discussions as follows:
“It is clear that not every trend matches every company, and not every working structure suits every employee. However, many ideas and concepts have considerable potential for mobilising more innovation ability, greater quality and efficiency in company processes. For this reason, we at the IHK would like to continue this exchange of experiences!”
The IHK’s new events format has now firmly established itself, according to Christiane Auffermann (responsible for assisting companies, IHK Central Ruhr Area):
“We now stage trend speed-dating sessions every month on all kinds of topics. The discussions in groups are a great way to get to know a trend.”
Next year, the IHK will aim to include regional partners from the fields of business development and research, as well as regional centres of excellence, claims Stefan Postert (Manager for assisting companies, IHK Central Ruhr Area):
“This format is ideal for inspiring regional networks with trend ideas and then achieving a match with regard to funding and innovation consulting on the way towards implementation. Small and medium-sized businesses can benefit enormously here.”