What is the benefit of trend analysis when it includes perceptions beyond your specific organization? Let me show you. You’ve probably heard about some of the major trends impacting cultural organizations: the need to reach new audiences; the importance of digital connection; and the success (or lack thereof) of discounting to bring in new audiences, to name a few of many. Some of these trends are staggeringly inconvenient for cultural executives and board members, and directly challenge “the way we do things” in the cultural sector. …But do these big data findings apply to your organization? Market research trends center