The special course of Cool Hunting - Trends Research enables students to practice research method coolhunting which is widely used in trends research firms, advertising agencies, areas of R & D, branding and innovation.
THIS PROGRAM IS IN PORTUGUESE Taught
Provide tools for monitoring trends and movements of a market in continuous transformation.
5th Class of Coolhunting
Start Date: March
Classes: Tuesday and Thursday - 19h30 to 22h30
Hours: 60 hours
Description and Objectives:
The special course Cool Hunting - Trends Survey enables students to practice coolhunting research method that is widely used in trends research firms, advertising agencies, areas of R & D, branding and innovation. The student will be encouraged to reflect on the present moment, putting it in contact with theories and topics that generate debates on contemporary and preparing it to prepare thought for new behavioral trends.
Another goal is to present the professional who works as coolhunter, what it does, how is your day to day, placing the student in touch with research sources and to professionals already active in this market as well as exercising the practice as coolhunter, putting the student researcher in the situation trends, with the supervision of teachers.
The course aims to:
- Provide tools for monitoring trends and movements of a market in continuous transformation; - Complement the training of professionals who want to be at the forefront of their fields; - Stimulate thinking about the consumption and the modern consumer; - Encourage and foster an innovative and critical thinking to the development of new products and services; - Denaturalize concepts ready and encourage long-term thinking; - To offer the student the possibility of experience to capture innovation through the supervised fieldwork.
Professionals and students of the area of design, fashion, communication, advertising, marketing and anthropology.
- Individuals, consumption and consumer society.
- Trends, fads and fashions.
- Cities, streets and behavior in the urban environment.
- Technological innovations and their influence on the individual's behavior.
- Research and ethnography: leave the field. Preparation and choice of methodologies.
- How to search? What to watch? What research?
- How to make a coolhunting report.
- The daily life of a coolhunting professional.
- Analysis, selection and organization of field data.
- The different and new sources of research.
- How to identify what is "hot"?
- Global behavior and the relationship with the site.
- Field research supervised by teachers.
What the student will learn?
- Understand what they are and how to structure consumer behavior trends and how to capture their signals.
- Understanding culture on contemporary material.
- Understanding urban anthropology and urban ethnography.
- Urban ethnography practice.
- Practice in the preparation of a trend research: collection, research and analysis tools.
- Practice in the preparation of trend research reports (coolhunting).
- Understanding on the management of coolhunter research career.
- Reflection about the consumption and the modern consumer.
* The IED Rio reserves the right to postpone the course if you do not get a quorum.
Flavia Mendonça is a journalist and graduated in Fashion from UFRJ and UVA, respectively. It worked for ten years in the area, which specializes in issues related fashioned, design, and consumer behavior trends for international companies specialized in trend research as WGSN, Stylus, Trend buero, as well as magazines and websites JC Report, L 'Officiel Brazil, Condé Nast Traveller, Lonely Planet, ABC Design, among others.
Freelancer, also served with branded content and marketing strategies and market research for companies such as Melissa, Dell Anno, Bake and Lambretta Watches. He served as a lecturer and researcher at the Center for Future Scenario of the Pontifical Catholic University / PUC-Rio (2007-2012).