Análise comparativa da metodologia dos estudos de tendências

  • Miguel Maria Barroso Paula Marques (Student)

Student thesis: Master's Thesis


This issue arises from the need to understand what are the best methods to search and study the emerging trends in society. The study of trends is a subject to be explored , because currently, societies are getting more complex and culturally fragmented, and individuals have very different and sometimes unpredictable consumer behavior. This conclusion is rapidly assimilated in the ‘Introduction’ chapter, in the thematic framework section. As is evidenced throughout the paper , the methodologies used in identifying and understanding trends are excellent strategic tools for companies , providing a direction to be followed for the development of products , services , and communication thereof. Excluding the introduction and closing remarks , this dissertation is categorized into 3 chapters . In the first 2 chapters , we can find a literature review that addresses not only the concept of ' trend ' , as all the elements that influence them. Still in this chapter, it is explained the importance of the study of trends and what are the existing methodologies for identification and analysis . The literature review was designed based on credible sources, such as authors, experts, and companies operating in the business. In chapter 3, 3 trends are identified (1 macrotrend and 2 microtrends. For its identification , monitoring methods in media content, among other techniques described in previous chapters were applied. It was concluded at the end of this work that for each type of trend, different techniques , often combined in order to identify or predict and understand their origin should be used.
Date of Award28 Jul 2014
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorClotilde Perez (Supervisor)


  • Trends
  • Consumer behavior
  • Ethnography
  • Coolhunting
  • Desk research
  • Communication


  • Mestrado em Marketing

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