Signals,
Culture,
Transformation
In a world defined by constant change, understanding signals, culture and emerging shifts allows us to replace uncertainty with clarity and turn possibilities into intentional action. We help people and organizations imagine alternatives, make sense of change and future-proof their strategies by creating inspiring experiences, applying strategic foresight and facilitating collaborative formats.
Our Method
We help organizations move from signals to intentional futures, in immersive sessions.
1. Observe →
Scanning for emergent signals and trends across industries and culture.
1.)
2. Decode →
Uncover cultural patterns and emerging consumer expectations.
2.)
3. Imagine →
Develop springboards, experiences, scenarios and narratives that make change tangible.
3.)
4. Transform
Co-create future strategies, new products & services, campaigns and business models.
4.)
Our Expertise
Trend Research
We look at new products, services, business models, cultural behaviours, technologies both in specific markets/industries and across categories. The pattern is the trend. We don't only uncover what happens but also why.
Trend Driven Innovation
Trends are nothing if you don't apply them. Using a tried and tested methodology devleoped together with the team at Trendwatching, we prioritize the trends that matter most for your business challenges and develop new products, services, business models grounding in customers future expectations.
Cultural Insights & Semiotics
We use applied semiotics to decode the patterns moving through today's fast-paced culture, making sense of cultural shifts and the currents running underneath them. We bring these to life through rich visual codes, so that what is changing becomes tangible enough to act on.
Future Scenarios
After scanning signals and emerging expectations, we build rich scenarios of possible future worlds. These help you rehearse different futures and explore what each could mean for your business and brand. What still works? What needs to adapt? What should be left behind? Scenarios turn these questions into an interactive, immersive setting where you can test choices before the future arrives.
Expert Networks
Over the years we have built communities of thinkers, makers, specialists and lead users across a wide range of fields, and we bring them into projects as facilitators, speakers and sparring partners whenever the work needs a specific kind of knowledge.
How we can help
"We are entering a market we don't yet understand"
"Something is shifting, and we can't tell if it is a passing fad or a real change"
"We are planning next year's strategy and need to know what's next in our industry"
"We want to develop a new product that is relevant for our customers"
"We need trends & culture research in house but can't afford to hire"
"We want to inspire our leadership and teams to take future-fit decisions"
Our Formats
Connect curious minds to exchange signals, ideas and perspectives on what’s next.
We don't present the future, we let you spend an evening in it.
Recent Cases
The Future of Payments
Consumer trends research decoding how expectations around frictionless checkout, trust, and choice are reshaping digital money flows.
The Future of Villages
Exploring rural futures, regenerative living, and community care for an NGO in Romania.
The Future of Meals
Semiotic and cultural insights research, decoding snacking cultures and sensory indulgence for a major food & beverage client.
Gen Z Attitudes in Entertainment
A study for a major beverage company, mapping emerging attitudes in the
music & entertainment scene in Romania.
The Future of Longevity
Using applied semiotics across five markets to inform future scenario building for a global nutrition brand investing in long-term innovation around longevity and healthy eating.
Beauty norms in the GLP-1 Era
Looking at how GLP-1 weight-loss medications are reshaping beauty ideals and transforming the way culture talks about body image and health.
Parenting and Play
Scanning current cultural cues across the DACH region to understand how parenting norms are shifting and how they are shaping the future of play and family time.
Modern Italianness
Finding a visual and verbal language for an aperitivo brand that wants to own a modern facet of Italianness, one that steers clear of clichés and still travels across key markets.
Breakfast Trends
Diving into convenience-led breakfast trends for a QSR client looking to expand its breakfast offer and adapt its portfolio for health-conscious, on-the-go consumers.
Corporate Banking 2036
Building future scenarios to explore how corporate banking could evolve over the next decade, translating signals and emerging shifts into distinct future worlds, client archetypes and strategic implications.
The Future Report Google x Livity
A quantitative and qualitative research project in Romania, exploring how young people understand and use AI&digital technologies when learning and in their free time to help Google create better products and inform local governements.
We analyze
Symbols, Culture, Meaning, Emerging values, Narratives, Behaviours
Future isn't something you wait for. It's something you shape.
About us
Carla Moss
Carla brings the lens of culture.
A semiotics and cultural-insights specialist with more than a decade of experience in Brand and Cultural Strategy, she helps organizations uncover the deeper meanings behind people’s choices. Her projects include decoding beauty ideals in the GLP-1 era, re-imagining masculinity for Unilever, and exploring the future of healthy nutrition for Danone.
She has also contributed to semiotic studies for Lego, Colgate, PepsiCo, Netflix to name a few, collaborating with agencies such as Kantar Consulting, Ipsos, Sign Salad, We Are Social, TRIPTK and many more.
Delia Wieser
Delia brings the craft of innovation.
For over 15 years, she has guided global organizations and creative teams answer one essential question: What will my customers want next? Formerly Lead Innovation Architect at TrendWatching, she co-developed the widely used Trend-Driven Innovation methodology and has facilitated tens of innovation workshops across continents for clients including Audi, Telekom Austria Group, Marriott Hotels, Coca Cola Zero, Google, ING & NN Group, and the BBC.
Delia is also the co-author of the business book Trend-Driven Innovation (Wiley, 2016) and the author of Road-Trip To Innovation (TrendONE, 2012).
January
We are a futures consultancy. We help people, brands and organizations make sense of change by combining futures research with experience design.
Office
Stuwerstrasse 35
1020 Vienna
Contact
carla@january.vision
delia@january.vision
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