More on Coolhunting

Aha! Found lovely introductory video to coolhunting. It's a PBS Frontline episode titled The Merchants of Cool . It's a bit old (2001), but it's generally informative. More shout outs for DeDee Gordon. According to Frontline, coolhunting is all basic consumer behavior research: ethnography studies, focus groups, etc... Oh, plus a bit more grassroots work done by kids at DeDee's Look Look.






Overall, they're somewhat impartial... but I feel they overall view this kind of marketing in a negative light- as if these companies are forcing bad products on helpless kids. I suppose they are, to a certain extent. But one could also argue they're just cashing in on trends that are going to happen anyway. They're giving the kids exactly what they want. But should they? Ooooh, ethical debates.
And I also feel that the show is a bit one-sided. Kids are a huge market, to be sure, but they're certainly not the only one. Consider the baby boomers, for example. There are trends for all, though I know people become less prone to fad-following behavior as they age. Still, coolhunting isn't just about tweens and teens.
And what about the methodS? Already, I wager things are different. First, consumers are more wary than ever about marketing, especially with viral and buzz marketing becoming more commonplace. Also, I imagine there is still a good amount of traditional research, but what about the Internet? What about scanning blogs and forums? What about all the independent coolhunters who keep up their own trendspotting blogs and whatnot? Grr! It's so interesting! Why can't THIS be my homework???
NO. Must return to HR Chapter 7. WILL FINISH.