Coolhunting
This article has multiple issues. Please help improve it or discuss these issues on the talk page. (Learn how and when to remove these template messages)
|
Marketing |
---|
Coolhunting is a
Coolhunters resemble the
Business model
A coolhunting firm is a
Rather than
Methods and practices
Coolhunting is more than simple market research 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 advertising and marketing campaigns targeted at them. Coolhunters therefore must be more stealthy in their methods of gathering information and data.
Focus groups, though quite obvious in their attempts at gathering information, are very popular among coolhunters as they provide direct insight into the thoughts and feelings 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 recorded by a non-visible group, because not only do coolhunters want to hear what their subjects have to say, they also want to observe their simple mannerisms.
Depending on the nature of the study, the methods of the
Participants in focus groups are usually rewarded for their participation, whether it be a cash amount, free products, or other rewards.
Coolhunters will often seek out individuals from within their target demographic who are regarded as
There are a wide variety of methods for conducting market research online. Popular examples are online
See also
References
Further reading
- Peter A. Gloor; Scott M. Cooper (2007). Coolhunting: Chasing Down the Next Big Thing. AMACOM Div American Management Association. ISBN 978-0-8144-7386-3.
- Bernard Cova; Robert Kozinets; Avi Shankar (2007). Consumer Tribes. Butterworth-Heinemann. pp. 137–139. ISBN 978-0-7506-8024-0.
- Nick Southgate (2003-06-22). "Coolhunting with Aristotle" (PDF). Proceedings of the Market Research Society Conference 2003. Archived from the original (PDF) on 2004-12-31. also printed as:
- Nick Southgate. "Coolhunting with Aristotle". International Journal of Market Research Society. 45 (2): 167–189.
- Russell W. Belk (2007). "You ought to be in pictures: Envisioning market research". In Naresh K. Malhotra (ed.). Review of Marketing Research. M.E. Sharpe. pp. 197–198. ISBN 978-0-7656-1306-6.
- Marco Pedroni. From Fashion Forecasting to Coolhunting. Prevision Models in Fashion and in Cultural Production. in J. Berry, ed. (2012). Fashion Capital: Style Economies, Cities and Cultures. Inter-disciplinary Press. pp. 97–113. ISBN 9781848881433.
- Scott Westerfeld, So Yesterday
External links
- PBS Frontline series, The Merchants of Cool
- Malcolm Gladwell, "The Coolhunt" (1997).
- Coolhunting.com