Class Trend Research

The curricular unit "Trend Research" introduces students to the methodologies used to observe, analyse and interpret the social, cultural, technological, economic and behavioural transformations that shape communication and contemporary society. It adopts an interdisciplinary approach focused on identifying emerging signals, trends, megatrends and future scenarios, fostering critical thinking, creativity, strategic analysis and anticipation skills. Throughout the semester, students apply methodologies such as cool hunting, desk research, behavioural observation, visual analysis and scenario building to the development of communication projects. The curricular unit promotes trend research as a strategic tool to support innovation, decision-making and the development of communication solutions across a wide range of professional contexts.

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Fundamentals of trend research: trends, megatrends, emerging signals and change. Social, cultural, technological, economic and behavioural transformations. Research methodologies: desk research, cool hunting, observation, visual analysis and trend analysis. Identification, interpretation and validation of trends. Application of trend research to communication, brands, media and innovation. Development and presentation of a trend research project.

The curricular unit adopts student-centred active learning methodologies, combining Project-Based Learning, collaborative learning and applied research. Learning activities include observation, case analysis, real-world research, fieldwork, critical discussion and presentation of findings. Digital tools for research, analysis and information curation are used to promote autonomy, critical thinking, creativity and the application of knowledge to problem-solving and communication project development.

Dragt, E. (2017). How to Research Trends: Move Beyond Trend Watching to Kickstart Innovation. BIS Publishers. Lipovetsky, G. (1994). The Empire of Fashion: Dressing Modern Democracy. Princeton University Press. Raymond, M. (2010). The Trend Forecaster's Handbook. Laurence King Publishing. Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). Free Press. Simmel, G. (1957). Fashion. American Journal of Sociology, 62(6), 541-558. (Original work published 1904). https://doi.org/10.1086/222102 Tarde, G. (1962). The Laws of Imitation. Peter Smith. (Original work published 1903).