Coolhunting is considered one of the professional trends of the new millennium, and it is a career that has everything to grow in the coming years.
We are talking about the professional who is aware of the recent changes in society, thus seeking to have sufficient resources to indicate innovative paths for companies.
These innovations can be at different stages of the process:
marketing ;
product development;
market positioning.
The cool hunter is, primarily, a research professional who denmark email list 2 million contact leads collects valuable information and uses it as a basis for the company's strategy .
Are you curious? Do you want to know more details about this profession and find out how you can apply it to your business?
Our article explains everything you need to know to enter this new world. Enjoy reading!
What is coolhunting?
The term was born in the 90s.
The article by journalist Malcolm Gladwell for the New Yorker magazine entitled “The Coolhunt” is considered one of the landmarks of this new activity. To understand what this practice is about, we need to begin to analyze its foundations, thus clarifying the concept of “cool.”
According to Dutch researcher Carl Rohde of Fontys University, “cool is anything that is attractive and inspiring, with potential for future growth.” Rohde is a professor of International Lifestyle Studies and is considered a reference in the field.
In this way, we can say that coolhunting is the practice of searching for cool signals.
This can be done by walking through cities or by doing research in the virtual environment. There are even specialized sites on this topic .
What does this practice consist of?
“Hunting” cool signals helps to identify changes in people’s behavior . That’s why it is related to trend research.
The cool hunter's goal is to identify these transformations as soon as they give their first signs and then interpret them.
In other words, apart from identifying and understanding what is cool, you need to understand the foundations of these trends and establish relationships with other signals, which are often as distant as gastronomy is from architecture.
With these interpretations, the cool hunter manages to guide the company towards promoting innovations , seeking to keep it at the forefront of the market.
