Henry Mason on spotting trends, why experiences are viral and the algorithms that run Swedish rail

Henry Mason spends his days trying to figure out what consumers might want next. Author of the book ‘Trend-Driven Innovation’ and head of the research firm, Trendwatching, he and his team scour the world for new ideas, business model innovation and the impact of disruptive technologies. Over a cup of tea in London, we spoke about the viral impact of great experience design, how to look outside your frame of reference, why the most powerful trends cross demographics, and the human needs that will shape the future of virtual reality, AI and machine learning.