Postgraduate in Trends Research

General

Program Description

The Postgraduate in Trends Research helps students to develop a critical mind so as to pinpoint the driving forces behind the change in a consumer society and the new opportunities this entails for companies.

Today’s product advertising, marketing, and development models fail to keep up with the pace of social evolution and the way we live our everyday lives. Because of this, never has it been more important for a professional in any field to keep in touch with the consumer’s culture, expectations, and experience.

The Postgraduate lays out the knowledge and tools students need to identify the major consumption trends, understand their impact and apply them successfully to business contexts. It is structured in a series of complementary modules that follow the chronology of research project development and includes a practical assignment to be carried out in collaboration with a real organization.

Objectives

The aim of the Postgraduate is to help students to construct the critical vision required to identify why things happen, which forces are driving change and how these changes represent new opportunities for businesses.

  • Identify major consumer trends based on a variety of online and offline sources.
  • Analyze consumer trends by learning to identify how and why they come about.
  • Understand the impact they have or will have on different sectors of the economy.

Methodology

The Postgraduate is divided into complementary modules that follow the development stages of research projects: History and Theories of Consumption, Consumer Behaviour, Industry Structure and Applying Consumer Trends Research to Decision-making.

The first module examines the consumption system and the different theories that analyze the existence and propagation of trends.

The second module focuses on understanding consumers, how they think, feel and behave.

The third module takes an in-depth look at the dynamics and rules underlying the functioning of the industry today. The fourth module is on understanding how consumers respond and what forces are driving companies. It takes an in-depth look at how business decisions are made by using studies of consumer trends and behavior.

Class time is divided into theoretical classes taught by renowned practitioners, workshops, excursions around the city to explore innovative businesses in situ and discussions with professionals to learn from their opinions and knowledge.

The entire process ends with an individual practical project that is continuously developed over the duration of the course. The project gives students an opportunity to put into practice what they have learned during the program and to check the feasibility of their proposals based on the support of a sponsor company.

Student Profile

This Postgraduate course is geared towards graduates and professionals who, beyond a mere curiosity that proves essential in today’s world, are eager to take on the knowledge and skills needed to play a leading role in designing concepts, services, and products to suit new consumers.

It proves of particular interest to professionals who wish to turn trend research into their field of expertise or those who wish to work in marketing, publicity or design and would like to learn how to capitalize on the value of trends in their daily tasks.

Access to the course will be limited to candidates who are able to show proof of a university degree or equivalent. Candidates who lack the requisite university qualifications may access the course based on their professional achievements. In this case, IED Barcelona will, at its own discretion, decide as to the type of qualification they will be given.

Job Opportunities

Forecasting, branding, trend research, data mining, social media monitoring, product development, advertising, innovation consultancy or a career in research in the public sector or for non-profit organizations, among other options.

Coordinator

Noelia Morales

Trained as a lawyer, Noelia has a wide-ranging experience of marketing and product development with top consumer companies (including Chupa Chups, where she developed flavors for the Japanese market). Her interest in consumer trends led her to found Nouvel in 2004 with the aim of helping companies to face the challenges of innovation. Noelia gives talks and lectures and cooperates with IESE, UAB, and international business schools.

Nouvel

Barcelona-based consumer trends and innovation consultancy. It offers brands practical tools for developing new products, services, and business models. Its clients include Danone, Nestlé, Carlsberg, Victoria’s Secret, and L’Oreal.

Last updated Jan 2020

About the School

The IED Barcelona is a workshop for conducting analysis and research applied to material culture, a focus it is destined to develop increasingly in the future.

The IED Barcelona is a workshop for conducting analysis and research applied to material culture, a focus it is destined to develop increasingly in the future. Read less