<span class="myHeaderCabin">We strive for a world in which the future is better understood, better planned and less feared</span>

We strive for a world in which the future is better understood, better planned and less feared

What we're all about

Thinking about the future is essential for any organisation, but at Trajectory it’s at the heart of our every working day.

Having honed their forecasting skills as the Henley Centre, our Founders decided that it was about time the industry had a company that provided premium quality, multi-methodology insight and foresight analysis. So in 2008, Trajectory was born.

You see, we’re strategic forecasters with a difference. Our specialised team create bespoke strategies for each individual project, making sure that our services have a direct impact on how our clients approach the future. At Trajectory HQ we’re less about fads and more about rigorous research that makes a difference.

If you are reviewing strategy, exploring innovation and product development or require quantitative forecasts, let’s find out what the future can do for you.

Music: Energy - Bensound.com

Some Of Our Clients

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WRAP

Segmentation to inform the Love Food Hate Waste campaign

WRAP’s Love Food Hate Waste campaign helps UK consumers reduce their food waste. The reasons for food waste are many and complex and vary massively by household. This means that segmenting the target audience is essential to maximise the campaign’s effectiveness. We worked closely with the various teams at WRAP to create a segmentation that met their requirements for both rigour and practical application.

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Waitrose

Understanding the impact of the recession to inform the launch of ‘Waitrose Essentials’ range

As the credit crunch turned into full blown consumer recession in the early part of this decade, retailers (especially premium retailers) needed to respond strategically without undermining their brands. The work we conducted for Waitrose on consumer responses to the recession was used to inform the incredibly successful launch of the Waitrose Essentials range which, as forecast, continues to be a great hit as recovery takes hold.

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United Nations World Tourism Organisation

Blending econometric modelling and qualitative methods to create global industry forecasts

The UNWTO produces the travel and tourism industry’s most authoritative forecasts of global tourism flows. When it came to producing the forecasts for 2030, the UNWTO asked Trajectory to assist them with the modelling and forecasting. This was an ideal opportunity for us to showcase our unique approach that blends different quantitative and qualitative methodologies and generate forecasts that can be relied upon by the whole travel and tourism sector http://media.unwto.org/sites/all/files/pdf/unwto_2030_ga_2011_korea.pdf 

Royal-London

Royal London

Ground-breaking research to understand the impact of bereavement on household finances

Working in association with Dying Matters (part of the National Council for Palliative Care) we conducted ground-breaking qualitative and quantitative research with people recently bereaved by the loss of their partner. This research made major breakthroughs in understanding the financial consequences of the death of a partner and identified the benefits of discussing and planning for the financial consequences of bereavement.

We have also undertaken a wide variety of other work with Royal London, particularly assisting in the development of product propositions that meet the financial needs of the Over 50s audience.

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Greene King

Identifying the trends driving out of home leisure to inform strategy and concept development

We conducted an extensive horizon scanning exercise to understand the long term drivers of out of home leisure. Working closely with the relevant Board Directors at Greene King, among other things, our work was used to develop new bar and restaurant concepts.

We also support Greene King in providing analysis and commentary for the monthly Greene King Leisure Spending Tracker

O2-Logo-Blue-on-White

O2

Understanding how 30 years of mobile phone access has transformed society and the economy

We have produced two reports for O2 which explore the transformative impact that mobile technology has had on society and on the economy. The report has helped O2 to explain and demonstrate the fundamental importance of mobile infrastructure and networks to its key stakeholder audiences in government, the regulatory environment and elsewhere.

Bacardi Logo 2014

Bacardi

Analysis of global migrant population trends to support and stimulate innovation

We helped Bacardi to understand the influence of the world’s migrant populations on the culture, tastes and preferences of the nations where they settle. By forecasting the size of these populations, we helped Bacardi’s innovation teams anticipate the emergence of new tastes and flavours in their key global markets.

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HSBC

Understanding the future drivers of global consumer demand to generate media coverage
Working with HSBC Commercial Bank and their communications agency, Consolidated PR, we created a report that explores the current and future drivers of global consumer demand. The report helped the bank to offer tailored, practical advice for its customers.

FITBIT Logo

FitBit

Understanding health and well-being trends to create insight and media messaging

Shortly after their UK launch we worked with Fitbit and Kaizo (their Comms agency) to create The Fitbit Healthy Futures report. The report provides insight into the direction of health and well-being in the UK. The research involved primary research and analysis, as well as an in-depth literature review and interviews with a series of experts. The report helped Fitbit to better understand the fitness and well-being needs of its UK consumers, and also provided a platform for media coverage and appearances.

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BBC (World Service Group)

Identifying the future news needs and behaviours of the global Millennial audience

We worked with the World Service Group to help them understand Millennials’ attitudes and behaviours in relation to news on a global scale. The project involved the analysis of a wide range of secondary sources to understand Millennial lifestyles, values and attitudes, interests in relation to news, channel/media access preferences, perceptions of the BBC and differences in all of these by region.

We also work with the World Service Group to provide trend data analysis to support and inform content for programme strands such as 100 Women (click here for video animation)  and Richer World

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Big Lottery Fund

Forecasting the future of social need to inform strategic allocation of grant funding

For the last two years we have provided BIG with a bespoke ‘Foresight’ service to help identify and understand future growing areas of social need so that grant funding can be allocated strategically and where it is needed most. (click here for see our foresight page)

We have also worked with BIG on many ad hoc projects - including helping them to understand more about the different types of the organisation that apply for grant funding so that BIG can better meet their needs.

General-Medical-Council_

General Medical Council

Forecasting the future demand for doctors to shape the future of doctor training

We assisted the GMC, NHS and Royal Colleges in their fundamental review of doctor training (The Shape of Training Review) in 2013. Our work involved a range of techniques, including scenario planning, to assist the review’s expert advisory panel in thinking through both the future demand for doctors in the UK and the demands that will be placed upon these doctors. These findings informed their recommendations for changing the way that doctors should be trained in future. Our outputs can be found here

We have also been engaged by the GMC on a variety of other projects including looking at different stakeholder preferences (patients, doctors, employers, Royal Colleges) in relation to the online provision of information about doctors.

News & Views

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  • News
  • Blog
  • Presentations
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Age and Technology – is it time for a new approach?

This Thursday saw the 8th Trajectory Trends Breakfast of the year turn its attention to…

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Trends Breakfast Presentation: Technology – The Generation Game

Human beings as a species are defined by their relationship to technology. None other can…

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People will react to Brexit when Brexit happens

It’s been a busy summer. A referendum, a change of Prime Minister, the Olympics, English…

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facebook

Echo chambers

Facebook News Feed is ten years old this week. However, it is not only in…

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Tech

Trends Breakfast Invitation: Technology – The Generation Game

Technology: The Generation Game Thursday 29th September 2016 – 08:30-09:30 The Happenstance, 1a Ludgate Hill, London…

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USA

Trends Breakfast Presentation: The US and the World

The US presidential election is one of the most important political events of the decade,…

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USA

Trends Breakfast Invitation: The US and the World

The US and the World Thursday 18 August 2016 – 08:30-09:30 The Happenstance, 1a Ludgate…

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Gen Z

Trends Breakfast Presentation: Generation Z – what’s the future for the next generation?

In the wake of the EU referendum generational issues – and in some cases, divides…

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Gen Z

Trends Breakfast Invitation: Generation Z – what’s the future for the next generation?

Generation Z Thursday 28th July 2016 – 08:30-09:30 The Happenstance, 1a Ludgate Hill, London EC4M…

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What we can do for you

We help our clients to anticipate how their target audiences and markets will change in the future and identify the organisational responses required to benefit from that change.

We are engaged on a wide variety of projects covering both near term and long term futures. These include: Corporate Strategy Development, Brand Strategy Development, Innovation, New Product Development, Existing Proposition Development, Business Planning (using quantitative forecasts), Thought Leadership and Content Marketing.

We create bespoke approaches to meet the needs of each client. Our projects involve some combination of the following:


Desk research and Literature Reviews: a rapid appraisal of the issues and challenges facing any organisation based on published research

Client Research and Data: unlocking insight from existing organisational knowledge and data

Analysing Public Datasets: secondary analysis of the wealth of existing information from public datasets

Primary Quantitative Research: on and offline B2B and B2C surveys, often integrated with qualitative research

Primary Qualitative Research: focus groups, expert interviews, Delphi panels, online communities and more, including our innovative qualitative futures methods

Audience Segmentation: robust cluster analysis of quantitative data to provide audience segments

Data Modelling, Forecasting and Econometrics: accurate forecasts of revenues, customer/visitor numbers, impact of promotional spend or market growth

Scenario Planning: using expert input to create long term scenarios of markets to inform strategy

Horizon Scanning/Trends Analysis: using secondary data to understand the key forces shaping individuals, businesses and society

Meet the Trajectory Team

Michael Willmott

michael@trajectorypartnership.com
Michael Willmott
Chairman

A specialist in survey research and statistical analysis, Michael is regarded as one of the world's leading authorities on trends in consumer behaviour and demographic change. Clients such as the Chartered Institute for IT and the United Nations World Tourism Organisation have commissioned Michael to undertake breakthrough analysis of global data-sets, providing fresh perspectives on emerging social trends. He also regularly presents at conferences for Financial Services and Tourism organisations. Michael was the co-founder of The Future Foundation and author of the books "Citizen Brands" and "Complicated Lives" (with William Nelson).

Michael is:
Most likely to be found in: front of his computer conducting statistical analysis
Happiest to be: travelling the world ‘researching’ wine and trying to improve his viticultural and oenological knowledge
Favourite Trajection: The role of technology in our sense of happiness (because it’s an optimistic view of the future - and was based on his analysis of the World Values Survey!)

Paul Flatters

paul@trajectorypartnership.com
Paul Flatters
Co-Founder and CEO
Paul has over 20 years experience advising clients on the strategic implications of social and economic change. His career has also included roles as Head of Research for BBC News and Director of Research for Which?/Consumers Association. At Trajectory his clients include Bacardi, BBC, Big Lottery Fund, General Medical Council, Heineken, O2, Royal London, VisitEngland and Waitrose. Paul is a regular conference speaker and commentator. He has written for the FT and Harvard Business Review and presented BBC Radio 4's Four Thought. Paul was previously CEO of the Future Foundation and a Director of The Henley Centre for Forecasting.
Paul is:
Most likely to be found in: a match on the tennis court
Happiest to be: in the Mondrian
Favourite Trajection: The Changing Meaning of Age

Jo Dickinson

jo@trajectorypartnership.com
Jo Dickinson
Head of Finance
Jo is responsible for all accounting and finance issues. Having qualified as a Chartered Accountant in 1998 she has worked with us for many years through spells at the Future Foundation and Opinion Leader. Please contact Jo directly with any queries.
Jo is:
Most likely to be found in: trainers, running round London
Happiest to be: sat on a beach with family and friends
Favourite Trajection: Healthy Hedonism (balancing staying healthy whilst enjoying yourself to the fullest)

Jane O’Brien

jane@trajectorypartnership.com
Jane O’Brien
Director
Jane joined Trajectory with over 25 years' experience spanning legal, social, behavioural, cultural and consumer research. Past clients include central government (DfE, DCMS, DECC, DWP, DTI, BIS, Home Office), the European Commission, Alcohol Concern, Legal Protection Group, BBC, Battersea Arts Centre, Sutton Trust. Her previous roles include Director of Policy at NatCen Social Research, Head of Research at Which?/Consumers' Association, Deputy Director of the National Academy for Parenting Research and Senior Policy Research at the Arts Council of England. Jane has been a member of the Government Social Research group, EC working parties for cultural industries and employment, ONS Census Users Groups and various research advisory groups. She has a degree in Economics and a PhD in Law.
Jane is:
Most likely to be found in: the depths of my allotment battling bindweed and slugs
Happiest to be: doing anything fun with my boy
Favourite Trajection: The Changing Meaning of Age – it's all fun, friends and family, whoever said things would slow down?

Charlotte Cornish

charlotte@trajectorypartnership.com
Charlotte Cornish
Research Director

Charlotte is a strategic research consultant with over 25 years of both business and qualitative and quantitative research experience. Her cross sector skills and experience gained in general business, market research and the charity sector give her a unique insight and understanding which is invaluable for planning and strategic thinking.

Charlotte is:
Most likely to be found in: deep concentration browsing Facebook
Happiest to be: in group chats on WhatsApp
Favourite Trajection: that technology brings families closer ☺

Isabelle Gormezano Marks

isabelle@trajectorypartnership.com
Isabelle Gormezano Marks
Marketing and Business Manager

Isabelle joined Trajectory in 2015 after previously working in publishing for HarperCollins UK. She left editorial for the futures industry to focus on the marketing and business development side of Trajectory’s work. Isabelle helps with maximising the company's outreach and running the variety of events Trajectory offers, including our monthly Trends Breakfasts. Isabelle has a degree in English Literature from the University of Bristol.

Isabelle is:
Most likely to be found in: the cosiest corner of a fabulous pub, the older the better!
Happiest to be: reading or talking
Favourite Trajection: The older you get, the more fun you have (it’s always nice to have something to look forward to)

Ruairi O'Shea

ruairi@trajectorypartnership.com
Ruairi O’Shea
Analyst

Ruairi joined Trajectory in 2015 after completing a Masters degree in Cultural Geography at Royal Holloway, University of London. His dissertation drew on the changing nature of urban dynamics, focusing on the composition of the 'Long Live Southbank' campaign and its high profile dispute with the Southbank Centre. Ruairi will be working across all areas of the business and his clients thus far include VisitEngland, O2, and the Big Lottery Fund.

Ruairi is:
Most likely to be found in: Tamesis Dock
Happiest to be: Watching live music (Radiohead) and sport (Lionel Messi) 
Favourite Trajection: Digitalisation of leisure - understanding how technology continues to integrate itself into our lives, meaning we find new ways to be entertained

Tom Johnson

tom@trajectorypartnership.com
Tom Johnson
Director

Having joined the business after completing his Master’s degree in 2009, Tom’s clients include Greene King, WRAP, Big Lottery Fund, 02 and Royal London. Additionally to his consultancy work, Tom is part of the team working on Trajectory’s pan-european Time Use study, having run our groundbreaking Geography of Time study in 2011.

Tom also oversees our proprietary trends monitor, Global Foresight, and our programme of monthly Trends Breakfasts.

Tom is:
Most likely to be found in: a carriage, on a train, somewhere
Happiest to be: debating and discussing
Favourite Trajection: The Deregulation of Life – it helps us understand why our lives are so busy, and why they’ll stay that way

Georgiana Murariu

georgiana@trajectorypartnership.com
Georgiana Murariu
Senior Analyst

Georgiana joined Trajectory in 2015, after having worked in market research and social media analytics for the healthcare & pharmaceutical sector since 2011. Clients she has worked for include Pfizer, GSK, the World Health Organisation, Novartis and AstraZeneca. Georgiana has a Master's degree in Social Anthropology from Goldsmiths College, University of London. Her dissertation focused on the formation of 'grey zones' in post-socialist economies where she looked at anthropological literature around the rhetoric of corruption, with the taxi industry as her case study.

Georgiana is:
Most likely to be found in: the kitchen...or a park...or a bar
Happiest to be: on holiday somewhere new
Favourite Trajection: Modern Masculinity - really puts things into perspective having data from around the world, across so many different decades
michael-w1
Michael Willmott
Chairman
Bio
Email Michael
paul1
Paul Flatters
Co-Founder and CEO
Bio
Email Paul
jo1
Jo Dickinson
Head of Finance
Bio
Email Jo
not-sure1
Jane O’Brien
Director
Bio
Email Jane
charlotte1
Charlotte Cornish
Research Director
Bio
Email Charlotte
Isabelle (serious photo)
Isabelle Gormezano Marks
Marketing and Business Manager
Bio
Email Isabelle
notsure-man1
Ruairi O’Shea
Analyst
Bio
Email Ruairi
tom1
Tom Johnson
Director
Bio
Email Tom
NOT-SURE-WOMAN-1
Georgiana Murariu
Senior Analyst
Bio
Email Georgiana

Michael Willmott

michael@trajectorypartnership.com
Michael Willmott
Chairman

A specialist in survey research and statistical analysis, Michael is regarded as one of the world's leading authorities on trends in consumer behaviour and demographic change. Clients such as the Chartered Institute for IT and the United Nations World Tourism Organisation have commissioned Michael to undertake breakthrough analysis of global data-sets, providing fresh perspectives on emerging social trends. He also regularly presents at conferences for Financial Services and Tourism organisations. Michael was the co-founder of The Future Foundation and author of the books "Citizen Brands" and "Complicated Lives" (with William Nelson).

Michael is:
Most likely to be found in: front of his computer conducting statistical analysis
Happiest to be: travelling the world ‘researching’ wine and trying to improve his viticultural and oenological knowledge
Favourite Trajection: The role of technology in our sense of happiness (because it’s an optimistic view of the future - and was based on his analysis of the World Values Survey!)

Paul Flatters

paul@trajectorypartnership.com
Paul Flatters
Co-Founder and CEO
Paul has over 20 years experience advising clients on the strategic implications of social and economic change. His career has also included roles as Head of Research for BBC News and Director of Research for Which?/Consumers Association. At Trajectory his clients include Bacardi, BBC, Big Lottery Fund, General Medical Council, Heineken, O2, Royal London, VisitEngland and Waitrose. Paul is a regular conference speaker and commentator. He has written for the FT and Harvard Business Review and presented BBC Radio 4's Four Thought. Paul was previously CEO of the Future Foundation and a Director of The Henley Centre for Forecasting.
Paul is:
Most likely to be found in: a match on the tennis court
Happiest to be: in the Mondrian
Favourite Trajection: The Changing Meaning of Age

Jo Dickinson

jo@trajectorypartnership.com
Jo Dickinson
Head of Finance
Jo is responsible for all accounting and finance issues. Having qualified as a Chartered Accountant in 1998 she has worked with us for many years through spells at the Future Foundation and Opinion Leader. Please contact Jo directly with any queries.
Jo is:
Most likely to be found in: trainers, running round London
Happiest to be: sat on a beach with family and friends
Favourite Trajection: Healthy Hedonism (balancing staying healthy whilst enjoying yourself to the fullest)

Jane O’Brien

jane@trajectorypartnership.com
Jane O’Brien
Director
Jane joined Trajectory with over 25 years' experience spanning legal, social, behavioural, cultural and consumer research. Past clients include central government (DfE, DCMS, DECC, DWP, DTI, BIS, Home Office), the European Commission, Alcohol Concern, Legal Protection Group, BBC, Battersea Arts Centre, Sutton Trust. Her previous roles include Director of Policy at NatCen Social Research, Head of Research at Which?/Consumers' Association, Deputy Director of the National Academy for Parenting Research and Senior Policy Research at the Arts Council of England. Jane has been a member of the Government Social Research group, EC working parties for cultural industries and employment, ONS Census Users Groups and various research advisory groups. She has a degree in Economics and a PhD in Law.
Jane is:
Most likely to be found in: the depths of my allotment battling bindweed and slugs
Happiest to be: doing anything fun with my boy
Favourite Trajection: The Changing Meaning of Age – it's all fun, friends and family, whoever said things would slow down?

Charlotte Cornish

charlotte@trajectorypartnership.com
Charlotte Cornish
Research Director

Charlotte is a strategic research consultant with over 25 years of both business and qualitative and quantitative research experience. Her cross sector skills and experience gained in general business, market research and the charity sector give her a unique insight and understanding which is invaluable for planning and strategic thinking.

Charlotte is:
Most likely to be found in: deep concentration browsing Facebook
Happiest to be: in group chats on WhatsApp
Favourite Trajection: that technology brings families closer ☺

Isabelle Gormezano Marks

isabelle@trajectorypartnership.com
Isabelle Gormezano Marks
Marketing and Business Manager

Isabelle joined Trajectory in 2015 after previously working in publishing for HarperCollins UK. She left editorial for the futures industry to focus on the marketing and business development side of Trajectory’s work. Isabelle helps with maximising the company's outreach and running the variety of events Trajectory offers, including our monthly Trends Breakfasts. Isabelle has a degree in English Literature from the University of Bristol.

Isabelle is:
Most likely to be found in: the cosiest corner of a fabulous pub, the older the better!
Happiest to be: reading or talking
Favourite Trajection: The older you get, the more fun you have (it’s always nice to have something to look forward to)

Ruairi O'Shea

ruairi@trajectorypartnership.com
Ruairi O’Shea
Analyst

Ruairi joined Trajectory in 2015 after completing a Masters degree in Cultural Geography at Royal Holloway, University of London. His dissertation drew on the changing nature of urban dynamics, focusing on the composition of the 'Long Live Southbank' campaign and its high profile dispute with the Southbank Centre. Ruairi will be working across all areas of the business and his clients thus far include VisitEngland, O2, and the Big Lottery Fund.

Ruairi is:
Most likely to be found in: Tamesis Dock
Happiest to be: Watching live music (Radiohead) and sport (Lionel Messi) 
Favourite Trajection: Digitalisation of leisure - understanding how technology continues to integrate itself into our lives, meaning we find new ways to be entertained

Tom Johnson

tom@trajectorypartnership.com
Tom Johnson
Director

Having joined the business after completing his Master’s degree in 2009, Tom’s clients include Greene King, WRAP, Big Lottery Fund, 02 and Royal London. Additionally to his consultancy work, Tom is part of the team working on Trajectory’s pan-european Time Use study, having run our groundbreaking Geography of Time study in 2011.

Tom also oversees our proprietary trends monitor, Global Foresight, and our programme of monthly Trends Breakfasts.

Tom is:
Most likely to be found in: a carriage, on a train, somewhere
Happiest to be: debating and discussing
Favourite Trajection: The Deregulation of Life – it helps us understand why our lives are so busy, and why they’ll stay that way

Georgiana Murariu

georgiana@trajectorypartnership.com
Georgiana Murariu
Senior Analyst

Georgiana joined Trajectory in 2015, after having worked in market research and social media analytics for the healthcare & pharmaceutical sector since 2011. Clients she has worked for include Pfizer, GSK, the World Health Organisation, Novartis and AstraZeneca. Georgiana has a Master's degree in Social Anthropology from Goldsmiths College, University of London. Her dissertation focused on the formation of 'grey zones' in post-socialist economies where she looked at anthropological literature around the rhetoric of corruption, with the taxi industry as her case study.

Georgiana is:
Most likely to be found in: the kitchen...or a park...or a bar
Happiest to be: on holiday somewhere new
Favourite Trajection: Modern Masculinity - really puts things into perspective having data from around the world, across so many different decades
Trajectory Global Foresight

Trajectory Global Foresight

OUR GLOBAL TRENDS SURVEY OF KEY VALUES AND ATTITUDES DRIVING CONSUMER BEHAVIOUR

Running in 20 countries around the world since 2011, Global Foresight is an invaluable repository of information on consumer values, concerns, aspirations and behaviours. Since its launch we have conducted 13 waves of research and interviewed more than 90,000 consumers.

Find out more about how insights from Global Foresight can help your organisation
Reports

Reports

Most of our reports and outputs are confidential. However, some are published by our clients. Here we showcase some of our published reports - which are free to download.

CLICK TO SEE EXAMPLES OF OUR REPORTS
Time Use

Time Use

Everything we do is situated in time, and looking at how we spend this time provides insights for all sectors, from leisure and hospitality to retail, travel and technology use.

Trajectory's unique and exclusive research is based on over 9,000 days of data across 8 European countries, with over 6,000 people interviewed about their daily lives.

FIND OUT MORE ABOUT OUR UNIQUE TIME USE DATA
Trends Breakfasts

Trends Breakfasts

Get smarter over breakfast

Each month we invite our network to attend a short presentation and discussion on a current topic of interest, an event that is a firm favourite in the company calendar.

Find out more about our trends breakfasts

Contact Us

Address

Trajectory 
Seventh Floor
22 Upper Ground
London
SE1 9PD

Telephone

+44 (0) 20 8004 4861

Email

info@trajectorypartnership.com

Twitter

@TrajectoryTweet