Class Trend Research

The Trends Research course aims to prepare students to understand and analyse emerging trends that alter consumer behaviour, communication practices and creative processes. Given the dynamic nature of the communication sector, it is essential to anticipate socio-cultural, technological and consumer changes in order to develop innovative and effective communication strategies. Throughout the semester, students will be encouraged to critically reflect on the impact of trends on social behaviour and consumption, developing key future characteristics. The subject combines ‘learning by doing’, enabling students to apply theoretical concepts in projects that simulate professional reality.  

Not applicable

1. Introduction to trend research Definition, importance and context in communication. 2. Differences between trends, waves, fashions and socio-cultural trends. 3. Analysis of megatrends, countertrends and their consequences for consumer behaviour. 4. Theories of trend and innovation diffusion The process of adoption and dissemination. 5. Innovation profiles Trend creators, trend setters, trend followers, early Mainstreamers, late Mainsteamers, conservatives, anti-innovators 6. Development of practical projects to research and apply trends in communication. 7. Creation of a trends dossier and a ‘Trends & Talks’ ebook with interviews and analyses of trends in different areas.

The course combines theoretical and practical methodologies, creating a dynamic, student-centred environment. The aim is to prepare students for the labour market, promoting critical thinking and practical application of knowledge in real contexts and in teams. Lectures (T): Complemented by practical examples and current case studies, focused on emerging trends, encouraging critical analysis. Theoretical-practical classes (TP): Real projects such as the ‘Trends & Talks’ dossier, involving research, interviews and applied analysis, using the ‘learning by doing’ methodology. Teamwork: Groups of 3 students simulate co-working environments, developing management and collaborative communication skills. Class Discussions: Spaces for debate on emerging trends, stimulating autonomy and critical thinking. Digital Tools: Digital platforms and design tools facilitate the connection with market reality and the development of technical skills.

Mason, H., Mattin, D., Luthy, M., & Dumitrescu, D. (2015). Trend-driven innovation: Beat accelerating customer expectations. Wiley. Siebel, T. (2019). Digital transformation: Survive and thrive in an era of mass extinction. RosettaBooks. Gladwell, M. (2002). The tipping point: How little things can make a big difference. Back Bay Books.