Are macro-trends changing the way you approach research?Expansion into a tech forward, globalized community is molding the landscape for consumers and creating additional gaps in the world of research. Grant McCracken & Dave McCaughan join this week's episode to explore macro-trends and changes they foresee in the coming year. Ranging from generational shifts, work-from home, or artisanal bread, these trends all influence the perspectives that inform research approaches. You can reach out to Dave on LinkedIn. You can reach out to Grant on LinkedIn. Many thanks to Dave and Grant for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.