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19/10/2024
Do the terms netnography, digital coolhunting or social listening ring a bell? All of them are related to the "art" and "science" of detecting trends through social media. When you finish this section, you will master these concepts and their usefulness for marketing, and you will know what tools you can use to become a true 2.0 trend hunter.
A few years ago, the coolhunters They were professionals who traveled to the main world capitals (Tokyo, New York, London, Berlin or Barcelona) with the mission of observing what was "beginning to wear", to detect trends that would later become fashions. With the arrival of social media, all this has changed and it is not necessary to leave home to hunt the latest trends. With training, intuition and knowledge of the appropriate methodologies and tools, you can do it with the click of a button.
If you think that finding trends is only a matter of sectors such as fashion or culture, you are wrong. In any field of activity there are always innovations, you can try to position yourself at the head of them, join them once you have verified that they have acceptance, or stay behind.
The main advantages of dedicating efforts to detecting trends can be summarized as:
Did you know that the “official” inventor of the selfie stick is a Canadian named Wayne Fromm? He invented it in 2002 and until selfies became a trend, it was included in the category of useless objects. Fromm currently has a partnership with Disney to design gadgets. A clear example of how by detecting trends you can create new needs.
Social media allow researchers to study the free opinion of individuals on the Internet and access data from thousands of individuals acting freely and spontaneously. And not only that, but they also allow the researcher to keep track of these interactions.
The netnography studies the free behavior of individuals on the Internet to analyze all the opinions, their natural conversations, doing so in real time and with sufficient critical mass to generate predictions.
Netnography analyzes the discourse of Internet users through their posts on Facebook, tweets, threads in forums, comments on posts on Instagram or the "likes" of a published video. More and more market research companies are offering their clients these netnography techniques to help them make marketing decisions based on a better understanding of their customers.
Like any methodology, netnographic analysis goes through different phases of work. Do you want to know what they are?
Phase 1
Identify the relevant websites, forums, groups and communities according to the specific objective of the research and select a sample.
Phase 2
Collect data by collecting the relevant information and filtering out the irrelevant (you have to get into the community and understand their language, their discourse, etc.).
Phase 3
Qualitatively analyze the discourse, interpreting the information, differentiating segments, detecting trends.
Below you can see an infographic that represents the phases of this methodology:
Look at the initial tracking phase, do you know what the noise cleaning? In the need for the researcher to filter the information to identify those topics that are relevant to the investigation.
What is digital coolhunting and what is it for:
He coolhunter is a professional, increasingly booming, whose function is to identify and hunt what will be future trends in different sectors. Taken to the digital world, the digital coolhunter uses the possibilities offered by social media, mainly social networks, to identify signals in the tastes and preferences of consumers, which allow companies to anticipate and detect new business opportunities, threats and niches. market.
In the Guide: Coolhunting, detect trends in social networks, prepared by the company sensis, provide the following definition of coolhunting:
He coolhunting It is the name given to the action of detecting trends and taking advantage of them through services or products that can benefit from them, responding to the new needs of the current market.
Two examples of how companies can take advantage of the methodology of coolhunting digital to launch new products or make existing ones fashionable.
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