How do you size a future you can't see?
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How do you size a future you can't see?
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In this episode of Truth Revealed, our Head of Truth Futures Dr Bridget Dalton and Head of Quant Maria Antidormi make the case for a different way of thinking about futures research: one that starts with culture and ends with directional confidence.
They get into why casting the net wide produces fog rather than foresight, and why narrowing your focus is the move that actually works. Cultural semiotics and quantitative research, used together, can show where meaning is moving before it shows up in data.
From the hollowing out of premium value to the tension between everyday and luxury markets; this is a conversation about what it really means to size a future, and how to choose it wisely.
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