Ole Petter Nyhaug, Opinion Norway

Ole Petter Nyhaug is a high-profile trend researcher from Oslo, who conducts research across Scandinavia and, further afield, in numerous countries around the world. He's the Global Head of Research for Opinion AS, and works with clients such as Coca-Cola, IKEA, Unilever, Audi and Vodafone. I first met him years ago, when we specialised in youth-culture research and often used to be on the speaker-list at trend conferences. In this interview, we discuss his views on a wide range of issues impacting culture and society, and debate how these do, or do not, differ across countries and regions. Along the way, we cover his views on the new punk/DIY generation, Green Swans, brand relevance, and Orwell... (Contact him via Twitter @fremsikt or www.opinion.no).