Many organizations have difficulty imagining the future because they’re constrained by old paradigms of research and prediction that are borrowed from market research. Market research looks to the past, not what's ahead; by the time the information becomes available to the channels usually tapped by market researchers, it's moved beyond the fringe and become part of the mainstream. Or, the field of research is defined too narrowly, and closed off to the range of possibilities that become visible only on the fringe.
Webb, Amy. The Signals Are Talking: Why Today’s Fringe Is Tomorrow’s Mainstream. New York: PublicAffairs, 2018.