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June 3, 2026Technological Forecasting and Social Change0 citationsOpen Access

Customer foresight: A case study on synchronizing qualitative sensing with quantitative validation

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LBLaura BechtholdJSJan Oliver SchwarzCFCamen Fischer-Seeger

Key Points

  • The study aims to synchronize qualitative insights with quantitative data to improve customer foresight.
  • Utilized Trend Receiver interviews alongside 13,000 consumer surveys.
  • Integrated qualitative trends into quantifiable frameworks to enhance sensing capabilities.
  • Assessed the developmental stage of weak signals for better accessibility by decision-makers.
  • Identified emerging trends through combined qualitative and quantitative methods.
  • Improved decision-maker access to customer insights by quantifying weak signals.
  • Strengthened the overall customer foresight process, enhancing decision-making ability.

Abstract

• Foresight Academy combines Trend Receiver interviews with 13,000-consumer surveys to identify emerging trends. • Qualitative Trend Receiver insights are translated into Quantified Customer Foresight to strengthen the sensing phase. • Quantifying weak signals improves decision-maker accessibility and enables assessment of their developmental stage.

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Cite This Study

Bechthold et al. (2026) studied this question.

synapsesocial.com/papers/6a1fc718dee9eb8c0dce7f77https://doi.org/10.1016/j.techfore.2026.124768
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