Computing the crystal ball: Can you predict trends before they occur?

Barnava Nandi, Chandan Agarwal and Ritika Sinha

Hindustan Unilever, an Indian consumer goods company, inspected multiple data sources to gain insights into current market trends to enable it to act ahead of the market across multiple sectors.

Abstract

"The pace of change has never been this fast, yet it will never be this slow again." As consumer lifestyles and choices undergo more rapid shifts with time, fast-moving consumer goods brands often struggle to keep pace with these changing cho

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