Positive Reactions to the Coronavirus: A Digital Coolhunting Report

Aqui está o relatório do Trends and Culture Management Lab. Este é um trabalho que reflete sobre as marcas (conceito na sua forma ampla) enquanto participantes das 'novas rotinas' e de um estilo de vida emergente.

Sublinhando o objectivo deste trabalho - “também é importante ver como as pessoas, instituições e marcas estão a reagir de forma positiva e criativa ao coronavírus”. Este é um relatório digital de coolhunting que mapeia sinais criativos de resposta a esta crise em várias categorias. Esperamos poder contribuir e queremos que este trabalho seja actualizado em tempo real, enquanto continuamos a nossa análise.


Coolhunting (Gomes, Cohen and Flores, 2018; Dragt, 2017; Rohde, 2011; Gloor and Cooper, 2007; Gladwell, 1997) is one of the most important methods within Trend Studies, that uses a combination of processes from fieldwork to interpretative reading(s). It is also an important tool for the early observation and systematization of emergent sociocultural signals. For this research work, we are applying a digital coolhunting approach to identify references in social media regarding creative and cultural signals with a cool nature: “inspiring, attractive and with growth potential” (Rohde, 2011).

Our research universe is built within the domain of social media and the associated connections related to f the sharing process. We also consider units in terms of news, pictures, videos and websites in general. For this, we use a convenience non-probabilistic sample, according to the access sources and streams of our research team. This an approach used for samples that are accessible and rapidly available. This is very important for this study since we are dealing with a rapidly changing context and a large number of signal emergence.

From the total universe of identified signals, we have [i] selected a number in a categorical procedure (see the three # above) to share on the report with the respective source. We [ii] selected a number of signals for detailed analysis in light of the cool signal review method (Gomes, Cohen e Flores, 2018; Rohde, 2011) to understand the associated meanings, impact, and insights. [iii] With the signal moodboard and review, we identify and analyse the associated patterns and meanings and propose a set of insights regarding each category.
  • DRAGT, Els (2017). How to Research Trends – Move Beyond Trend Watching To Kickstart Innovation. Amsterdam: BIS Publishers.
  • GLADWELL, Malcolm (1997). “The coolhunt: who decides what’s cool? Certain kids in certain places–and only the coolhunters know who they are”. apud The New Yorker, 1997. URL: http://www.newyorker.com/magazine/1997/03/17/the-coolhunt
  • GLOOR, Peter; COOPER, Scott (2007). Coolhunting: chasing down the next big thing. New York: Amacon.
  • GOMES, N. P., S. Cohen e A. M. Flores (2018). “Trend Studies: an approach for analyzing and managing culture”. In Moda Palavra. V.11, N.22, pp. 82-112.
  • ROHDE, Carl (2011). “Serious Trendwatching”. Tilburg: Fontys University of Applied Sciences and Science of the Time.


  • Coordination / Coordenação: Nelson Pinheiro, Suzana Monteiro Leonardi, Suzana Cohen.
  • Support Team / Equipa de Apoio: Sarita Oliveira, William Afonso Cantú, Ana Marques, Andreia Carneiro, Caroline Rocha, Filipa Pina, Francisco Filho, Gabriela Santos, Gustavo Silva, Heloisa André, Irina Martins, Jefferson Pereira, Nanqian Jiang, Karliete Nunes, Marianna Oliveira, Gabriela Souza, William Santos.
  • A report from the Trends and Culture Management Lab. A pedagogical project within our MA in Culture and Communication with the active participation of our MA and PhD students.
  • Launched in 19-03-2020

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