Woa, thank for sharing this is, sent me down a bit of a rabbit hole.
These Q reports Sparks and Honey does are pretty interesting: [https://static1.squarespace.com/static/5b553895697a98cf2cef2bc6/t/5c86ad614e17b61064a93fdb/1552330086094/2019_Trends_sparks_and_honey_DIGITAL.pdf](https://static1.squarespace.com/static/5b553895697a98cf2cef2bc6/t/5c86ad614e17b61064a93fdb/1552330086094/2019_Trends_sparks_and_honey_DIGITAL.pdf)
Partly predictable, but a lot of it has the level of insight you would expect from scholarly research.
Here is a thought: there are a lot of people doing this type of work that is actually valuable to society (not just brands and corporations). What are some ways to organize them, pool resources and share this work. Would it have to be a secretive Wiki-leaks type scenario since a lot of this info is proprietary? Maybe private groups like this exist, but how can these types of insights be made more public?
All of this reminds me a little bit of Ribbon Farm and Venkatesh Rao's work, his being the silicon valley/tech version.