Coolhunting is the discipline that deals with discovering the present needs of the consumer and anticipating those that will appear in the future by combining sociology, marketing and design. Although trends research has its origins in the fashion sector, it is currently a key tool for detecting new business opportunities that generate innovation and add value. This methodology is applied today in almost all commercial sectors (automotive, mass consumption, technology and services), since companies need to know what the consumer will want in the coming years in order to offer it before their competitors.
In a world overloaded with information, trends forecasting offers a compass for choosing the paths that will lead our projects to success. Thanks to this program, the students will learn to use and manage information properly, to understand the trends culture and the mechanisms that put it into action and to develop critical thinking that allows them to understand and analyze the environment in order to imagine and build futures.
In addition to understanding the system and trends cycles, knowing the detection methodologies used by the most reputable companies in the sector and learning to detect new consumer segments, the postgraduate will also prepare the students for the elaboration of innovative professional trends reports.
The study program includes the development of projects and contacts with key agents of the sector in European cities of reference in the training, detection and analysis of market trends: Milan, Paris and Berlin.