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AI can tell you exactly what is happening. But it can’t tell you why. Qualifying as a psychologist in 2023, Ruth is now able to offer a unique insight into the consumer decisions behind your buying data. What's driving those whys. Why your customer buys what they buy, wears what they wear and the forces - implicit and explicit - acting upon them.

Situated in a Victorian boat factory on the banks of the river Quaggy in south-east London, Factory Forecasting was established in 2012 by Ruth Chapple.

Since then, AI, the rise of social media and the advent of big data have irrevocably shifted the trends landscape. AI will now monitor, analyse and decipher consumer engagement and brand traction far more accurately than humans ever could.

A new approach is needed, one based on scientific research.

The more you understand why, the more accurate your trend forecasts will be.

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Understanding the Whys to Forecast the Nexts.

Trend Psychology identifies the macro trends and cultural shifts and applies psychological theories and research to analyse how these will influence customers and the future marketplace. This scientific approach means trend psychology sits between consumer research and trend forecasting for a more accurate understanding of trend direction. By understanding the consumer and the various factors impacting their choices, your businesses' brand direction, product development and marketing strategies can be specifically aligned to existing customers or adapted to reflect potential markets.

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Factory Forecasting tracks the latest research in mental and physical health to analyse the impact across the five pillars of Wellness, Lifestyle, Gender, Family and Community.

Click to see our trend map of the implicit and explicit forces currently influencing consumers.

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By implementing empirical evidence from psychological research, Factory Forecasting can provide robust strategies for today’s consumer challenges such as

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  • IRL not URL: What does the digital backlash and the move towards physical mean for consumers? How can brands capitalise on this desire for third spaces?
  • How can retailers develop and leverage psychographic data to build emotional connections with their customers and inform accurate long-range trend forecasts?
  • How is Femtech closing the gender health gap? What does this mean for Womens' health and wellness?
  • Parenting Burnout: How are Millennials and Gen Z coping with the demands of child-centric parenting and how should brands adapt to reflect these child-rearing cultures
  • Is neurodiversity the next frontier for inclusivity?What does the rise in neurodiversity diagnoses mean for consumers?
  • What is Prescriptive Exercise and will it impact the wellness market?
  • The rise of anxiety; can clothing support the parasympathetic nervous system to help turn off stress reactions?
  • Collection guidance for consumers with sensory challenges and Autism Spectrum Condition.
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Ruth has over 25 years of experience in the fashion and trend forecasting industry, notably creating and leading Stylus Fashion, as Head of Womenswear for WGSN and as a brand consultant advising companies such as Primark, Esprit, Footlocker and Sainsburys. In 2021 Ruth returned to University, graduating with a Distinction in MSc Psychology. She holds an NCFE Level 2 Certificate in Understanding Autism and co-hosts the London branch of a national support group for partners of individuals with Autism Spectrum Condition. Ruth is a member of the British Psychological Society and has acted as an advisor to NHS England regarding the clinical implications of undiagnosed adult autism.

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Factory Forecasting offers a range of services to help you understand your customers better. To see how your business can benefit from our insights please contact us or email directly on hello@factoryforecasting.com

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