The Gut and the Spreadsheet: How Fashion Forecasting *Really* Works
Simon Parkin
2094

I wrote a short piece on what qualitative ‘gut-based’ trend forecasters really bring to the table:

https://medium.com/trendwatching-pulse/trend-watchers-don-t-predict-the-future-e82d21623c50?source=linkShare-5bcbf4b39d38–1474613046

Spoiler: it’s not accuracy/ certainty about future events.

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