then analyzed. The following section provides a more detailed description of the stages of typical customer foresight projects. Stages of customer foresight projects The customer foresight journey typically starts with the identification of relevant business needs by e.g. analyzing market dynamics, visions and objectives and value propositions. In a second step, change dynamics are analyzed and research materials on future scenarios are collected e.g. by applying scenario planning, doing desk research, roadmapping and gathering inputs from science fiction (for an example of a multi-method study approach in the field of customer foresight see Hahn et al. 2016). Then, the most suitable dialogue partners and project participants are selected by applying pyramiding techniques, screening, scouting or broadcasting. The interviews can be organized in role-playing, workshop formats or in-depth interviews. Based on these inputs, practical implications are identified which are then integrated by decision makers through strategy workshops, backtesting or design thinking sprints. As a consequence, customer foresight insights are transferred into business value. Mass customer foresight As the name already alludes, mass customer foresight is about insights that are valid for the mass market or the average customer and are representative for societies or markets. In contrast to customer foresight, it uses large scale, quantitative tools to examine future consumer behavior in a representative way. The following figure classifies the concept with regard to customer insight and foresight. The concept was developed by Goethe University and the Foresight Academy as an extension to the customer foresight concept. The latter is often criticized as too elitist because the application of the e.g. Trend Receiver methodology by its definition implies that the subjects do not embody the average consumer. Since the customer base of many companies consists of the broad mass of people it can be important to enrich insights generated in the course of interactions with a selection of customers with the view of a representative sample. Consequently, the importance of these insights for corporate strategy formulation can be increased. An example for such a mass customer foresight study is the research project which was carried out in the course of the collaboration between Goethe University and the Foresight Academy. Here, such a quantitative study was designed and carried out within Germany, China and the United States. The research project built on the results of a Trend Receiver study that examined the question “How do we want to live in 10 years?”