Snapshot – a current picture of what is happening today, this week, this month or this year
One-off shocks – an event that is unlikely to be repeated
Fad – a short lived change in behaviour
Trend – a continuing change in activity or behaviour, based on past activity (does not have to be an innovation); it is a comparison with the past
Forecast – what we think will happen in the future
Future scenarios – based on both trends and predictions (can include innovations)