Also called trend searcher or trend hunter, coolhunter has gained increasing importance in the market. Within a movement that began in the 1990s, it has now gained space in companies in various areas, in addition to communication and fashion.

Liking new things can be part of everyone's personality, but do you want to know how to get hired to identify trends out there? Continue reading to understand more about the world of coolhunting.

What is coolhunting?

Bringing from the literal translation, while cool is associated with something cool, fashionable, fun and cool, hunting is associated with searching, hunting. So cool hunting is nothing more than going in search of what's in fashion. Or even, go in search of what has the potential to be fashionable.

This term gained strength in the 90s, especially with an article in The New Yorker magazine that discusses who decides what is cool or fashionable. It emerged in the marketing area and is closely linked to communication and fashion, but has the potential to be applied to many other market segments.

In practice, coolhunting is doing trend research. It involves observing and collecting information about patterns and new behaviors to make predictions about scenarios that could grow in the coming years. It is understanding how everyday practices can become the basis for innovation strategies in companies.

What is coolhunting for?

Being a professional who applies coolhunting or having a cool hunter in your company means being prepared to anticipate market needs and ensure that you are not left behind in the race for innovation.

Coolhunting is more than a profession, it is a skill that can and should be practiced every day. And this applies to all areas of your company:

• Administrative and Financial : What's new in management and automation experiences to make the work of those in these sectors easier?

• Human Resources : There are certainly techniques, tactics, experiments and practices that can be applied to boost work with employees.

• Products and services : It never hurts to keep up with the latest launches to try to identify what needs are emerging.

• Commercial sector : Can you sell your same product in a completely new way to further improve your results?

• Operational sector : Different experiences emerge every day to guarantee quality of life and efficiency for those on the front line.

• Information technology : Updates, software, computers, hardware, artificial intelligence are just some of the things that change every day.

How does coolhunter work?

With the digital world growing more and more, the possibilities for researching trends have only increased! Some professionals, such as strategic consultant Paula Abbas , argue that one-on-one contact makes all the difference to this practice.

data collection stage . He is the one who looks for the best methodologies to extract information about human behavior and transform it into business intelligence.

And this “hands-on” part of coolhunting can be done in two ways:

*Text produced in partnership with an external collaborator