I believe this question should really be broken up because there are three VERY different (and incredibly important) pursuits intermingled here:
1. Trend spotting
2. Putting emerging behaviors into context for a business
3. Putting emerging needs into context for a business
Only at the very beginning of a business, when it is all or nothing for a small team of founders, should responsibility for these three tasks be combined. The reason responsibility for these three different pursuits should be split up is because each requires a different way of thinking, that often requires different types of people to generate the most relevant and actionable insights.
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Author: Braden Kelley
