212:
834:, some companies opt for in-house youth culture marketing divisions. These divisions act in much the same way as a coolhunting firm but the reports and data collected remain within the company and are used solely to promote its products. A company will often prefer this form of coolhunting as a way to gain an advantage in the valuable youth market since the research conducted by coolhunting firms is available to anyone willing to pay for it.
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of their target demographic. Coolhunters will typically gather a group of randomly selected individuals from their target demographic. While one or more market researchers interact with the group, they are often being monitored and
910:, who gather information secretly among their peers and report their findings back to their employers. This is a popular method of coolhunting as it provides insight into their target demographic within their natural environment.
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because of the nature of the subjects. The teen and preteen market is often referred to as a "stubborn" demographic in that they do not respond as well to blatant
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during a focus group interview may be extremely broad, with questions relating to lifestyle and youth culture, or more specific, like comparing certain
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as well as predictions for future trends. These reports are then sold to various companies whose products target the youth demographic. They also offer
864:, though quite obvious in their attempts at gathering information, are very popular among coolhunters as they provide direct insight into the
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and marketing campaigns targeted at them. Coolhunters therefore must be more stealthy in their methods of gathering information and data.
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Participants in focus groups are usually rewarded for their participation, whether it be a cash amount, free products, or other rewards.
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where upon completion, the participant will usually receive a prize or monetary compensation. Other times coolhunters will enter
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Russell W. Belk (2007). "You ought to be in pictures: Envisioning market research". In Naresh K. Malhotra (ed.).
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There are a wide variety of methods for conducting market research online. Popular examples are online
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Coolhunters will often seek out individuals from within their target demographic who are regarded as
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From
Fashion Forecasting to Coolhunting. Prevision Models in Fashion and in Cultural Production
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and webgroups posing as an individual within the target demographic and gather information.
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services. Coolhunting firms often provide services for some of the largest
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by a non-visible group, because not only do coolhunters want to
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and determining which brands the group is most responsive to.
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or trendsetters. They will then hire these individuals to be
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it by defining technical terminology, and by adding examples.
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Proceedings of the Market
Research Society Conference 2003
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Depending on the nature of the study, the methods of the
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1958–1971). Coolhunters operate mostly in the world of
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Fashion
Capital: Style Economies, Cities and Cultures
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coined in the early 1990s referring to a new kind of
986:Bernard Cova; Robert Kozinets; Avi Shankar (2007).
881:what their subjects have to say, they also want to
90:. Unsourced material may be challenged and removed.
964:
842:television network employs in-house coolhunting.
1031:International Journal of Market Research Society
233:but its sources remain unclear because it lacks
175:This article may be written in a style that is
1029:Nick Southgate. "Coolhunting with Aristotle".
971:. AMACOM Div American Management Association.
765:fashion magazine editors of the 1960s such as
1083:. Inter-disciplinary Press. pp. 97–113.
708:
8:
967:Coolhunting: Chasing Down the Next Big Thing
990:. Butterworth-Heinemann. pp. 137–139.
53:Learn how and when to remove these messages
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701:
293:
783:, but their work also blurs into that of
282:Learn how and when to remove this message
264:Learn how and when to remove this message
150:Learn how and when to remove this message
963:Peter A. Gloor; Scott M. Cooper (2007).
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803:whose exclusive purpose is to conduct
746:based on changes of new or existing
7:
88:adding citations to reliable sources
14:
850:Coolhunting is more than simple
34:This article has multiple issues.
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179:to be readily understandable by
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23:
75:needs additional citations for
42:or discuss these issues on the
1:
1005:Nick Southgate (2003-06-22).
16:Trend predictions in business
1048:Review of Marketing Research
1007:"Coolhunting with Aristotle"
1183:
799:A coolhunting firm is a
639:Promotional representative
885:their simple mannerisms.
761:Coolhunters resemble the
738:where professionals make
1052:. M.E. Sharpe. pp.
219:This article includes a
634:Promotional merchandise
619:Out-of-home advertising
408:Account-based marketing
248:more precise citations.
1079:J. Berry, ed. (2012).
443:Horizontal integration
1121:The Merchants of Cool
890:information-gathering
846:Methods and practices
629:Product demonstration
481:Corporate anniversary
936:Influencer marketing
644:Visual merchandising
574:Behavioral targeting
448:Vertical integration
428:Influencer marketing
84:improve this article
594:In-game advertising
584:Display advertising
460:Promotional content
1118:Frontline series,
677:Marketing research
614:Online advertising
604:Native advertising
599:Mobile advertising
551:Sex in advertising
368:Consumer behaviour
221:list of references
1063:978-0-7656-1306-6
1025:also printed as:
997:978-0-7506-8024-0
978:978-0-8144-7386-3
725:
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687:Consumer research
568:Promotional media
556:Underwriting spot
531:Product placement
511:On-hold messaging
501:Loyalty marketing
418:Product marketing
413:Digital marketing
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682:Mystery shopping
579:Brand ambassador
516:Personal selling
506:Mobile marketing
486:Direct marketing
471:Ambush marketing
438:Annoyance factor
423:Social marketing
373:Consumer culture
353:Brand management
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95:Find sources:
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1131:The Coolhunt
1119:
1103:So Yesterday
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1018:the original
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862:Focus groups
860:
849:
826:Rather than
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821:corporations
798:
770:
760:
740:observations
727:
726:
398:Segmentation
323:Distribution
317:Key concepts
278:
260:
254:January 2024
251:
240:Please help
232:
192:
177:too abstract
176:
146:
140:October 2016
137:
127:
120:
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106:
94:
82:Please help
77:verification
74:
50:
43:
37:
36:Please help
33:
931:Consumerism
856:advertising
828:outsourcing
809:demographic
767:Nancy White
744:predictions
728:Coolhunting
491:Franchising
466:Advertising
433:Attribution
358:Co-creation
246:introducing
1146:Categories
952:References
908:Cool Narcs
817:consulting
649:Web banner
536:Propaganda
343:Activation
307:Management
195:March 2015
110:newspapers
39:improve it
1133:" (1997).
919:chatrooms
785:futurists
763:intuitive
750:cultural
736:marketing
732:neologism
609:New media
541:Publicity
393:Promotion
378:Dominance
298:Marketing
45:talk page
925:See also
875:recorded
870:feelings
866:thoughts
805:research
787:such as
666:Research
521:Premiums
476:Branding
403:Strategy
915:surveys
904:leaders
883:observe
338:Service
328:Pricing
242:improve
187:improve
185:Please
124:scholar
1087:
1060:
1056:–198.
994:
975:
894:brands
836:Viacom
830:their
781:design
748:"cool"
526:Prizes
388:Ethics
333:Retail
126:
119:
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97:
1021:(PDF)
1010:(PDF)
730:is a
496:Label
227:, or
131:JSTOR
117:books
1085:ISBN
1058:ISBN
992:ISBN
973:ISBN
946:WGSN
879:hear
868:and
779:and
742:and
103:news
1129:, "
1116:PBS
1077:in
1054:197
840:MTV
838:'s
86:by
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