Trendspotting & Its Role in Strategy

Environmental scanning and trendspotting are important for any firm to be successful. Tools such as STEEP analysis allow us to evaluate external factors that can affect our companies. This program will explain environmental scanning through all stages: research, trend identification, data collection, interpretation, prioritization, and communication. Additionally, you will gain insight on identifying market trends and best practices on relaying the information to your company through tools such as STEEP analysis.

Learning Ojectives

  1. Attendees will incorporate environmental scanning into their marketing research program.
  2. Attendees will utilize tools like STEEP to analyze and interpret trends of relevance to their firm.
  3. Attendees will prepare succinct environmental scanning documentation to share with company leadership.
  4. Attendees will prioritize their findings and develop SMART objectives to leverage their research.

Scott D. Butcher, FSMPS, CPSM co-created this program with William R. Long, PE, LEED AP, FSMPS, associate vice president of P. Agnes. Scott has developed a reputation for market research within the A/E/C industry, helping to lead two major research projects for the Society for Marketing Professional Services / SMPS Foundation. He also regularly blogs about industry trends on his ENR and aecumen blogs.