The document discusses the concept of "coolhunting", which involves using anthropological, sociological, and psychological methods like interviews, observations, and document analysis to identify emerging trends and cultural changes. Coolhunters monitor many different areas to find new ideas and detect shifts in attitudes, styles, and consumer desires at an early stage in order to provide valuable insights for businesses. The document outlines the skills, profile, and approach of an effective coolhunter, who closely observes diverse groups and has intuition to recognize subtle signs of emerging trends.