Consumer Trend Canvas

The Consumer Trend Canvas is a method inspired by the Business Model Canvas by Alexander Osterwalder and Yves Pigneur of Strategyzer. This canvas focuses on understanding and applying consumer trends. It is a simple model that is not only about understanding consumer trends, but it also provides insight into how a company can apply this knowledge and get started with successful user-centric innovations. The canvas consists of two components: analyze and apply.


The left side, the side of analysis, helps to fully tease out the trends under investigation and understand them at the same time. This analysis is broken down into four parts; basic needs, drivers for change, consumer expectations and inspiration.

The right side, the side of applying, is about naming opportunities that the trends can offer the company. The apply component is divided into three parts; innovation opportunities, the target market and innovation ideas. New ideas are fueled by the will of the consumer, therefore it has more potential and a greater chance of success.

A Short Description of the Components

Basic needs: What are the underlying needs and wants of consumers in this trend?

Drivers of change: What changes have taken place? Why is this trend in effect just now?

Consumer expectations: What does the new consumer need? What changes does the consumer expect? In what way does this trend satisfy the consumer?

Inspiration: How do other companies apply this trend? Where does this trend recur? What appeals and is inspiring?

Innovation opportunities: How and in what way can this trend be used in the company?

Target group: What change is needed to appeal to the right customer group? For whom is this trend meant, which customer groups find this trend interesting?

Innovations: Write down all new ideas and innovations.

How to Use this Canvas?

Step 1: Choose a trend
Choose a trend that the group finds interesting to research. Choosing a trend can be difficult, look for inspiration and what trends are currently playing at inspiring websites with up-to-date trends.

Step 2: Analyze
Completing the canvas begins on the left side, analysis. Treat each part of the analyze component separately. Write all insights, data, examples and inspirations that support the trend on post-its. Stick the post-it’s under the corresponding components. Each time, review what ties all this information together. More explanation about the components and filling in the left side is under the heading ‘canvas elements’.

Step 3: Apply
Filling out the canvas continues on the right side, applying. Treat each component of the apply component separately. Determine where and how the trend is already applied or can be applied. Also describe which consumers can apply the trend. Write all information, dates, examples and ideas on post-its. More explanation of the components and filling out the right side is under the heading ‘canvas elements’.


Step 4: Innovative ideas
Analyzing and applying the components provides inspiration for new innovations. Write these new ideas and innovations on post-its and place them in the circle ‘your innovations’. In this way a clear overview of the trend and ideas has been created.

Additional reading about the topic you can find here.