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The Trends Tracker is organized into a set of views that allow you to explore trends from different perspectives—whether you’re scanning broadly or diving into specific areas.

The primary screen (Spotlight) is your starting point. It displays a small set of selected micro-trends, giving you a quick overview of the trends you’re actively tracking. This is where you can monitor changes at a glance.

To explore beyond your spotlight, you can move into two main views.

The Macro-Trends section helps you understand the overall landscape and lifecycle of key topics. Each macro-trend includes a description, a lifestage (such as emerging or declining), and related micro-trends. By clicking on a Macro-trend card, you can access a detailed view where all related Micro-trends are displayed side by side, allowing for deeper analysis.

The Micro-Trends section presents a full library of individual trends. These can be compared with each other, even if they belong to different Macro-trends. You can switch between grid and list formats depending on how you prefer to browse.

Each trend card includes key metrics like growth, volume, a trend chart, and a short description, making it easy to scan and compare options. Apply the Macro-trend filter to show all Micro-trends within a specific Macro-trend.

When you want to analyze trends more closely, you can enter Compare mode, which allows you to evaluate multiple trends side by side using different visualizations.

We define the biggest, long-term strategic topics as Structural Forces. We select up to five key topics to provide a high-level view of the market.

From these Structural Forces, we identify more specific themes that shape category evolution- we call them Macro-trends. Each Macro-trend has its own lifecycle, based on conversation volume and growth dynamics.

To better understand a trend’s role and development, each Macro-trend is further broken down into Micro-trends- smaller topics formed around specific keywords and signals.

This structured approach gives you a deeper understanding of how your brands compete across similar trends, within a selected time range and market.

The Trends Tracker is built around two levels of insight.

Using both views helps you move between detailed analysis and a more strategic, big-picture understanding.

At any point, you can use the search bar and filters at the top of the dashboard to quickly find and refine trends. These tools work across all views, allowing you to stay focused on the most relevant information.

You can also customize your dashboard layout by dragging and dropping sections to rearrange them based on your preferences. This makes it easier to prioritize the views and information that matter most to you.

The Spotlight section remains fixed and cannot be moved, but other sections can be repositioned to suit your workflow.