This lecture covers consumer research methods, trend forecasting, and cool hunting, with practical application through individual and team assessments.

Understanding your audience is non-negotiable. In this module, you’ll study how people engage with cultural products and how to anticipate what they’ll want next. From cool hunting to trend forecasting, you’ll gain tools to sharpen your creative intuition and turn it into strategy.

What you’ll learn:

• How to observe, analyze, and work with trends
• How to develop a customized approach for conducting research
• How to make market-driven decisions when developing new offerings

ECTS: 8