…but be forewarned that it’s highly addictive. In a nutshell Futurity.org's akin to the colorful see & be scene watering hole, the one with an amazing happy-hour special where all the hip people go to flaunt themselves. Only the colorful characters are the top research universities in the US, UK, and Canada, and what’s being flaunted isn’t skin or fashion but research findings. (Granted, some of those findings could theoretically be about skin or fashion, but I digress.) Now research findings may not immediately sound interesting to everyone, but with highly catchy titles, one-pager lengths, and summaries that aren’t painfully erudite, it’s easy to find yourself thinking, “I’ve got three minutes. I’ll just click on one more link because I really want to know how they figured that out.”
Futurity breaks its research headlines into four categories: Earth & Environment, Health & Medicine, Science & Technology, and Society & Culture. For business researchers, that last category may have the most draw, with tantalizing headlines like: Super food: Shoppers will pay 25% more, or Exports + R&D = competitive edge. The other categories though often highlight emergent technologies that have the potential to form the basis of for new or niche markets, so they are worth looking into as well. Who knows? If nothing else you may read a study that’s a nifty conversation starter for the next time you find yourself at your local see & be scene watering hole.








