It’s that time of year! The annual bottomless trend report file is here, filled with 100+ pdfs (see comments). So, how are you going to use all of them? 

This question has come up several times today in my feeds and dms —basically, “Cool!…but what do I do with this?”

Last year, I wrote a guide to explain my personal process for decoding this onslaught of trend reports. I often use them as a starting point for early stage desk research on a project. But I’d never take them at face value, since many of these reports are basically marketing documents.

I’ll be writing another decoder this year. Subscribe to the newsletter to receive it in your inbox.