Faith Popcorn

Fact|date=February 2008.

Phrases

Ms. Popcorn has coined various terms and phrases in her publications. For example "Brailling the culture" is her term for analyzing a range of cultural developments. Ms. Popcorn has identified a number of trends that she argued determine consumer behavior. She also developed a marketing model she calls "InCulture Marketing" which she says turns the culture itself into a medium for brand communications.

Criticism

She claims her predictions have had 95% accuracy [cite web | url=http://www.harpercollins.com/authors/10926/Faith_Popcorn/index.aspx?authorID=10926 | title=Harper Collins biography of Popcorn | year=1996 | publisher= Harper Collins Inc. | accessdate=2007-08-17] . However, a study by researchers at St. Norbert College concluded::"Faith Popcorn forecasted 10 trends in the 90's on The Popcorn Report, but according to this research, implications of five trends of ten have significant problems. In the real business world, a 50 percent error rate is unacceptable" [cite web | url=http://www.sbaer.uca.edu/research/mma/1999/25.pdf | title=Burned Popcorn and Broken Crystal Balls: Beware of False Prophets Bearing Food | year=1999 | publisher= St Norbert College | accessdate=2007-08-14]

William A. Sherden takes a skeptical view of her ideas about Cocooning, among other things, and concludes she was simply wrong on several key issues. :“If Popcorn is any kind of genius, it is only for marketing and self promotion, for she has packaged pure fantasy and sold it to some of the highest-level executives in U.S. industry.” [cite book | last= Sherdan| first = William A. | title = The Fortune Sellers: The Big Business of Buying and Selling Predictions | publisher = John Wiley & Sons | date= 1999 | location = New York | pages = 223 | isbn = 0471358444]

Bibliography

*"The Popcorn Report,"
*"Clicking" (co-authored with Lys Marigold),
*"EVEolution: The Eight Truths of Marketing to Women" (co-authored with Lys Marigold),
*"Dictionary of the Future" (co-authored with Adam Hanft)

References

External links

* [http://gawker.com/news/faith-popcorn/ Discussion about the office culture of Faith Popcorn's BrainReserve from Gawker.com]
* [http://www.faithpopcorn.com/ Faith Popcorn.com; the author's official website]
* [http://www.harrywalker.com/speakers_template_printer.cfm?Spea_ID=178 Harry Walker Agency Bio]
* [http://edition.cnn.com/COMMUNITY/transcrcipts/2000/1/popcorn/ CNN chat page featuring her]
* [http://www.trendhunter.com/trends/faith-popcorns-2007-trend-predictions/ Faith Popcorn's trend predictions of 2007]
* [http://tmatt.gospelcom.net/column/2000/05/17/ Faith Popcorn's spiritual side]