About | Factory Forecasting

In 2023, I qualified as a psychologist to dig even deeper into the “why” behind the “what.” Because behind every swipe, scroll and sale is a human being making a decision -consciously or not. Understanding why your customer buys what they buy, wears what they wear, and believes what they believe? That’s the real competitive edge.

Tucked inside a Victorian boat factory on the banks of the River Quaggy (yes, that’s a real place), Factory Forecasting was founded in 2012 by me, Ruth Chapple. Since then, the trends game has changed - radically. Social media rewired

how we see the world, big data flooded the room, and now AI is rewriting the script entirely. To keep up, brands don’t just need more information - they need meaning. And that means science.

When you understand the whys, your forecasts get sharper, your strategy gets smarter and your brand stays ahead of the curve.

Understanding the Whys to Forecast the Nexts.

Trend Psychology is where cultural foresight meets behavioural science. It unpacks the big shifts -social, technological, emotional -and applies psychological theory to decode how they’ll influence real people in the real world. It’s where research meets relevance.
Positioned between trend forecasting and consumer insight, this approach delivers a deeper, evidence-based read on what’s coming next and why it matters. With Trend Psychology, brand direction, product development and marketing strategies aren’t just intuitive - they’re targeted, aligned, and future-fit.

By implementing empirical evidence from psychological research, Factory Forecasting can provide robust strategies for today’s consumer challenges such as

IRL not URL: As digital fatigue kicks in, physical spaces are making a comeback. How can brands design for real-world connection in a screen-saturated culture?

Neurodiversity as the New Inclusivity : With rising diagnoses and awareness, how can brands reflect a more neurologically inclusive world -and speak to a broader spectrum of needs?

Prescriptive Exercise : As movement becomes medicine, what will the wellness market look like when workouts come with a doctor’s note?

Femtech & the Gender Health Gap:  Women's health is finally having its moment. What does this mean for wellness, innovation, and the future of gendered care?

Parenting Burnout : Millennial and Gen Z parents are stretched thin. What does child-centric culture mean for brand messaging, product innovation and support?

Fear of the Broligarchy : As tech billionaires flex political power, what happens to trust, values and brand credibility?

High Anxiety, High Sensitivity : What does product design look like when customers are navigating sensory overload and anxiety?

I’m a culturally curious brand strategist, trend forecaster and research geek with a creative edge and a scientific streak. With 27 years of experience decoding what people want (and why they want it), I’ve helped brands stay relevant by spotting cultural shifts before they hit the mainstream. I’ve led trend teams at WGSN and Stylus, built strategies for names like Primark and Footlocker Europe, and recently added a Distinction-level MSc in Psychology to my toolkit - because understanding people is my favourite subject.

Whether it’s designing frameworks that challenge the status quo or blending behavioural science with brand storytelling, I bring both rigour and irreverence to the work. I’m all about helping brands cut through the noise with insight that actually says something.
I hold an NCFE Level 2 Certificate in Understanding Autism, co-host the London branch of a national support group for partners of individuals with Autism Spectrum Condition, and have advised the NHS on the clinical implications of undiagnosed adult autism - because people don’t come in one-size-fits-all, and strategy shouldn't either.

I’m also a card-carrying member of the British Psychological Society. Officially, that means I bring scientific rigour to the table. Unofficially, I help brands turn research into resonance - with a bit of edge, a dash of mischief, and insight that actually sticks.

Rohit Bhargava, The Non-Obvious Company

Want forecasting that actually gets people? That’s where we come in.
Let’s turn insight into action—and make your next move your smartest one yet.

Neurodiversity as the New Inclusivity : With rising diagnoses and awareness, how can brands reflect a more neurologically inclusive world -and speak to a broader spectrum of needs?

Prescriptive Exercise : As movement becomes medicine, what will the wellness market look like when workouts come with a doctor’s note?

Femtech & the Gender Health Gap: Women's health is finally having its moment. What does this mean for wellness, innovation, and the future of gendered care?

Fear of the Broligarchy : As tech billionaires flex political power, what happens to trust, values and brand credibility?

High Anxiety, High Sensitivity : What does product design look like when customers are navigating sensory overload and anxiety?

Neurodiversity as the New Inclusivity : With rising diagnoses and awareness, how can brands reflect a more neurologically inclusive world -and speak to a broader spectrum of needs?

Prescriptive Exercise : As movement becomes medicine, what will the wellness market look like when workouts come with a doctor’s note?

Femtech & the Gender Health Gap:  Women's health is finally having its moment. What does this mean for wellness, innovation, and the future of gendered care?

Fear of the Broligarchy : As tech billionaires flex political power, what happens to trust, values and brand credibility?

High Anxiety, High Sensitivity : What does product design look like when customers are navigating sensory overload and anxiety?