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                    eA rrud
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By J acqu
WHAT IS COOL

 EXPRESSION, DIFFERENTIATION, INDIVIDUALITY

 NEW ATTITUDES, MOVEMENTS, DESIRES, RELEVANT
  CHANGES

 IT IS IN EVERYTHING AROUND US, YOU JUST HAVE TO
  KNOW HOW TO LOOK FOR THE COOL

 IT ALWAYS CHANGES, BUT YOU MUST ALWAYS HAVE IT

 IT IS NOT MANUFACTURED

 MATERIALIZED AND MASSIFIED
WHAT IS COOLHUNTING


 ANTHROPOLOGY, SOCIOLOGY, PSICOLOGY, PHOTOGRAPHY

 ETHNOGRAPHY: INTERVIEWS, OBSERVATIONS, DOCUMENTS
            (QUOTES, DESCRIPTIONS, DOCUMENTS)

 OBSERVATION ALLOWS TO UNDERSTAND STANDARDS, TO
  DETECT CHANGES AND DESCRIPT SITUATIONS

 TO OBSERVE, UNDERSTAND AND LET THE FUTURE GOES IN AN
  INSTANT

 TO UNDERSTAND THE REASON OF THIS SCENARIO AND
  ADVANCE YOUR FUTURE CHANGES
TRENDS RESEARCH

 CYCLICAL RESEARCH


 SPECIFIC (COLOURS, SHAPES AND TEXTURES)


 QUANTITATIVE


 OUTDATED INFORMATION
WHY IS COOLHUNTING NEEDED?


 THE CURRENT MARKET IS SATURED, HYPER-
  SEGMENTED, NEW TARGET VALUES

 USER UPDATED, LESS FAITHFUL TO BRANDS, CRITIC,
  EXIGENT, INVESTIGATOR

 EMOTION IS MORE IMPORTANT THAN PRODUCT, THE
  EXPERIENCE SUBSTITUTES POSSESION
COOLHUNTER

 THEY MUST KNOW A LITTLE BIT OF EVERYTHING

 THEY DONT KNOW EVERYTHING, BUT THEY KNOW HOW TO KNOW IT

 ALWAYS ATTENTIVE TO MANY PLACES AT THE SAME TIME

 TO FIND IDEAS CAMOUFLAGED BY DAILY ROUTINE

 TO FIND COOL PLACES TO FIND COOL THINGS

 TO CIRCULATE AMONG DIFFERENT AGES AND STYLES, TO DETECT
  SOMETHING NEW AND TRANSFER TO EMPRESARIAL LANGUAGE

 TO PAY ATTENTION WITHOUT INTERFERENCES AND CONTRIBUTE
  WITH SOMETHING PERSONAL
COOLHUNTER PROFILE

 FASHION, MUSIC, MOVIE, BOOK, TELEVISION, NEW
  CONSUMER TECHNOLOGIES, INTERNET, YOUTH
  MOVEMENTS, POP CULTURE

 INFORMED PEOPLE, SYSTEMATIC, CREATIVE,
  OBSERVER

 THE CLEVEREST, FASTER AND AND MORE SOCIABLE

 INTUITION, SENSIBILITY, ORGANISATIONAL
  EMPOWERMENT AND ANALYTICAL, CONNECTION,
  ENERGY, FREE TIME, PERSEVERANCE, METHOD

 YOUNG, 20 YEARS, URBAN, UNIVERSITARY, TRAVELER,
  MIDDLE CLASS, ABSTRACTION EMPOWERMENT, USEFUL
  CONCLUSIONS, CURIOUS
THE MEANING OF COOL
QUOTE


“I believe in the non-existence of the
  past, in the death of the future, and
  the infinite possibilities of the present.
  (...)
I believe in the next five minutes.”


                            Ballard(1984)
QUOTE


“I believe in the non-existence of the
  past, in the death of the future, and
  the infinite possibilities of the present.
  (...)
I believe in the next five minutes.”


                            Ballard(1984)

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Coolhunting - Trends Research

  • 1. a eA rrud el in By J acqu
  • 2. WHAT IS COOL  EXPRESSION, DIFFERENTIATION, INDIVIDUALITY  NEW ATTITUDES, MOVEMENTS, DESIRES, RELEVANT CHANGES  IT IS IN EVERYTHING AROUND US, YOU JUST HAVE TO KNOW HOW TO LOOK FOR THE COOL  IT ALWAYS CHANGES, BUT YOU MUST ALWAYS HAVE IT  IT IS NOT MANUFACTURED  MATERIALIZED AND MASSIFIED
  • 3. WHAT IS COOLHUNTING  ANTHROPOLOGY, SOCIOLOGY, PSICOLOGY, PHOTOGRAPHY  ETHNOGRAPHY: INTERVIEWS, OBSERVATIONS, DOCUMENTS (QUOTES, DESCRIPTIONS, DOCUMENTS)  OBSERVATION ALLOWS TO UNDERSTAND STANDARDS, TO DETECT CHANGES AND DESCRIPT SITUATIONS  TO OBSERVE, UNDERSTAND AND LET THE FUTURE GOES IN AN INSTANT  TO UNDERSTAND THE REASON OF THIS SCENARIO AND ADVANCE YOUR FUTURE CHANGES
  • 4. TRENDS RESEARCH  CYCLICAL RESEARCH  SPECIFIC (COLOURS, SHAPES AND TEXTURES)  QUANTITATIVE  OUTDATED INFORMATION
  • 5. WHY IS COOLHUNTING NEEDED?  THE CURRENT MARKET IS SATURED, HYPER- SEGMENTED, NEW TARGET VALUES  USER UPDATED, LESS FAITHFUL TO BRANDS, CRITIC, EXIGENT, INVESTIGATOR  EMOTION IS MORE IMPORTANT THAN PRODUCT, THE EXPERIENCE SUBSTITUTES POSSESION
  • 6. COOLHUNTER  THEY MUST KNOW A LITTLE BIT OF EVERYTHING  THEY DONT KNOW EVERYTHING, BUT THEY KNOW HOW TO KNOW IT  ALWAYS ATTENTIVE TO MANY PLACES AT THE SAME TIME  TO FIND IDEAS CAMOUFLAGED BY DAILY ROUTINE  TO FIND COOL PLACES TO FIND COOL THINGS  TO CIRCULATE AMONG DIFFERENT AGES AND STYLES, TO DETECT SOMETHING NEW AND TRANSFER TO EMPRESARIAL LANGUAGE  TO PAY ATTENTION WITHOUT INTERFERENCES AND CONTRIBUTE WITH SOMETHING PERSONAL
  • 7. COOLHUNTER PROFILE  FASHION, MUSIC, MOVIE, BOOK, TELEVISION, NEW CONSUMER TECHNOLOGIES, INTERNET, YOUTH MOVEMENTS, POP CULTURE  INFORMED PEOPLE, SYSTEMATIC, CREATIVE, OBSERVER  THE CLEVEREST, FASTER AND AND MORE SOCIABLE  INTUITION, SENSIBILITY, ORGANISATIONAL EMPOWERMENT AND ANALYTICAL, CONNECTION, ENERGY, FREE TIME, PERSEVERANCE, METHOD  YOUNG, 20 YEARS, URBAN, UNIVERSITARY, TRAVELER, MIDDLE CLASS, ABSTRACTION EMPOWERMENT, USEFUL CONCLUSIONS, CURIOUS
  • 9. QUOTE “I believe in the non-existence of the past, in the death of the future, and the infinite possibilities of the present. (...) I believe in the next five minutes.” Ballard(1984)
  • 10. QUOTE “I believe in the non-existence of the past, in the death of the future, and the infinite possibilities of the present. (...) I believe in the next five minutes.” Ballard(1984)