Different Brains, Different Approaches

Understanding trends, the emerging values and needs of groups in society provides you with a foundation to innovate and create change. This book gives you a candid and unbiased overview of the trend research process. lt brings a structured, research-based approach to the table instead of a crystal ball.

'How to Research Trends' is practical, hands-on and offers multiple perspectives on researching trends for professionals and trend students around the globe. lt shows you that researching trends is a skill that combines the intuitive and the analytical. This book is written for everyone interested in human-centred innovation and for everyone interested in learning more about trend research. Trend research includes so much more than just hypes, styles and the latest gadgets. It studies change and provides an analysis of emerging shifts in people's needs and wants. These trend insights are essential during any innovation process as a foundation to create future proof concepts that improve people's quality of life.

Based on a 3 step method, you will learn in a hands-on way to scan your environment for signs of change, analyse your trend spots and apply your trend insights to kick start innovation. This book synthesises existing theories, concepts and ideas on trend research. The interviews with experts and students will guide you on your trend journey. This will help you to innovate and create change in the short and long term and execute your own trend research.

Don't just read 'How to Research Trends', get yourself into action mode with the 'How to Research Trends Workbook'!

“"Everyone has an opinion about gender differences, but Different Brains Different Approaches explains why. Creative director Huub van Osch combines scienti'c research with a dynamic and inviting book design to show how chromosomes, hormones and millions of years of evolution have wired men's and women's brains differently. The book clearly describes the brain's neural circuits, sensory differences and the neurobiology of emotion while analyzing design and content speci'c to each sex. Using numerous visual examples and graphics, van Osch creates an entertaining and informative reference book to help creatives and marketers increase the effectiveness of their messages."- Communication Arts Magazine”

"Everyone has an opinion about gender differences, but Different Brains Different Approaches explains why. Creative director Huub van Osch combines scienti?c research with a dynamic and inviting book design to show how chromosomes, hormones and millions of years of evolution have wired men's and women's brains differently. The book clearly describes the brain's neural circuits, sensory differences and the neurobiology of emotion while analyzing design and content speci?c to each sex. Using numerous visual examples and graphics, van Osch creates an entertaining and informative reference book to help creatives and marketers increase the effectiveness of their messages."

• Communication Arts Magazine

Huub van Osch MBM is creative director, strategist, and owner of two advertising agencies in the Netherlands. Both specialised in neuro advertising. Huub graduated Cum Laude at the Erasmus University with his thesis about male and female neuro cognitive processes.

Finally, a book that describes the neurological differences between the male and female brain and their implementation in advertising ! It describes how men and women think, the origin of their emotions, and why they make certain decisions. Find out why women like shopping so much, why humour in ads works for men, and why women make better decisions. 80% of all purchases worldwide are made or infl uenced by women. Why is advertising so often aimed at men ? Find the answer to the lifelong question about the differences in male and female purchase motivation and learn to implement this in advertising. Learn about the do's and don'ts of effective communication towards both men and women. The book is written from a scientific perspective, but thanks to plenty of excellent examples and helpful tips, it's useful for advertising campaigns and can be easily implemented. In short, it is a must-have for all marketers, strategists, creatives, students or anyone who works with brands. It will help expand the knowledge of marketers and strategists and will help creatives in developing more effective ad campaigns.

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