Megatrends as perceived in Turkey in comparison to Austria and Germany

Countries and companies use foresight studies to manage uncertainty. Environmental scanning and trend analyses are important tools for identifying and monitoring change. Trend analysis requires more than simply extrapolating to the future. The content of communication serves as the basis of inference so those trends could be explored.This research uses an interdisciplinary approach combining media content analysis and factor analysis to discover many ways Turkey and the world may restructure and what the new society may look like as perceived by the individuals who participated in the survey. It determines six types of individuals in Turkey with different personal attitudes towards megatrends. Similarities and dissimilarities with previous studies in Austria and Germany are identified and discussed.