I identify societal patterns of change in diverse levels such as emotional, behavioural or cultural to predict shifts and understand aacro, micro and nano trends. They represent the sociocultural structured mindset that guides our society.


I use coolhunting as a methodology to detect cultural signals and manifestations focusing on the 'coolness' around the globe. It is a unique tool developed under the trend studies approach to research trends.


The communication approach emerges within design knowledge with contemporary readings of culture. It enables to create value on brands and products to properly manage them strategically.


Research has to be done in a multidisciplinary way within any project. Our approach to research reflects on an ethnographic inspiration practice and its ressignificance as both in loco and digital methodology.


Giving workshops, lectures or even having informal conversations is a tool to disseminate knowledge but also a powerful engine to collect new data and inspiration from different tribes and people. Individually or in group, the mentorim programme intends to develop skills and difuse knowledge regardinfg cultural mediation and trends.


In my process, culture is seen as a symbolic fabric that lays within lifestyles and the culturally constituted world. It provides powerful information about tribes, consumers, behaviours, consumer-goods and related manifestations. It is in the cultural field where trends emerge and can be spotted.


My design process is flexible and I am always creating and developing awesome projects trough mapping the mindsets and behaviour patterns surrounding us.
  • 1. Definition

    Understanding the problems and questions that we will work with.

  • 2. Coolhunting

    Continuous research to find the signals that will boost the project and inspire the analysis.

  • 3. Modellation

    Adapting the research material, building coordinates and design strategies to solve the problems.

  • 4. Interpretation

    Understanding the data to find useful clues resulting from the application of the proposed methodology to develop strategies and the final outline.


    I believe in the efectiveness of research to understand mindsets and the zeitgeist.

    About me

    My process on creating awesome projects.
    William A. Cantú
    University Teacher, Trend Researcher, Coolhunter, Designer

    PhD cand. in Culture and Communication (Trend Studies). Teaching Assistant at IPAM and at IADE/UE (PT). Invited Teacher at MSKPU (PL). Researcher at CEAUL, IPAM/LAB, UNIDCOM/IADE. Designer working with (inter)national brands. see more


    Feel free to drop me a line to contact me
    • Leiria, Lisbon, Portugal. Available worldwide.

    • williamafonsoc [at] gmail [dot] com

    • @williamacantu

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