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#45 (S5E7) How to Spot the Signals Behind Viral Trends

Kat Shanahan, Kevin Ryan

APR 7, 2026 | What’s in Store

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This month on Fresh Take with IDDBA (What's in Store), Kat Shanahan, Vice President of Marketing and Membership at IDDBA, sits down with Kevin Ryan, Founder and CEO of Malachite Strategy and Research, for a smart, timely conversation about what product innovation looks like in a world shaped by viral trends, fast-moving consumer behavior, and constant digital feedback. As brands face pressure to react more quickly than ever, Kevin explains why the answer is not to chase every trend, but to build a better system for listening, learning, and identifying the signals that actually matter.

Together, they explore how companies can separate fleeting online moments from meaningful consumer needs, why the traditional product development cycle is under pressure, and how social listening can help innovation teams stress-test ideas before they invest too far down the wrong path. Kevin also shares practical thinking around microclusters, early-stage concept validation, and the balance between AI-powered tools and human insight, arguing that while technology can help surface patterns, empathy and interpretation still matter most.

Along the way, the conversation dives into the difference between watching and truly listening, why consumers rarely hand you the answer directly, and how the best innovators learn to focus on the tension behind behavior instead of the trend itself. If your team is trying to move faster without losing focus, this episode offers a thoughtful framework for building products that are both relevant and resilient.

To hear more from Kevin, check out his article, Innovation at the Speed of TikTok, in the 2026 edition of What's in Store. Head here to read your copy: https://www.iddba.org/education/trainings/whats-in-store

Want to be a guest on the podcast or learn more about IDDBA? Reach out to us at education@iddba.org.

To learn more about IDDBA and becoming a member, head here: https://www.iddba.org/membership/join-iddba/membership.

Registration is open now, and we'll see you in Orlando, June 7–9. To learn more about the show, book your hotel, sign up for updates, and register, visit IDDBA’s website: https://www.iddba.org/register

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Speaker Bios

Kat Shanahan

VP of Marketing & Membership

Kat-Shanahan

Kevin Ryan

Malachite Strategy and Research, LLC

CEO

Kevin-Ryan

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