Encontrando la Innovación / Coolhunting

Por Maira Leguizamo.

El Coolhunting, es considerado o definido como la “cacería de tendencias”, sin embargo, es mucho más que eso, abarca un sin fin de estrategias de investigación, organización y análisis de resultados que permiten llegar a decifrar y predecir tendencias totalmente innovadoras en el mundo del mercado. Todo ello, como yo lo tomo, a partir del concepto de diseño “Human centered design” y la aplicación del “Desing Tinking” en donde las tendencias y las nuevas ideas vienen precisamente del potencial consumidor, ellos, son la pregunta que el Coolhunting, como la herramienta de investigación, es la clave para descubrir la respuesta, así de simple. En esta media, es realmente interesante la forma como las técnicas de investigación del usuario, como son las entrevistas, la observación y la realización de actividades de co-creación, como el focus group, o las estrategias ya conocidas como las IDEO, permiten la real observación de las personas y generan el nacimiento de nuevas e innovadoras ideas a través de la identificación de necesidades y hábitos de los mismos futuros consumidores o usuarios, muchas veces siendo estas necesidades o hábitos aspectos incluso desconocidos para las mimas personas, pero que resultan en gran medida la respuesta ante la innovación que el mercado busca para el desarrollo de nuevos servicios, productos o incluso negocios.

Es entonces, donde veo el potencial de esta disciplina de diseño, en donde, es posible la creación de nuevas tendencias que se impartan en el mercado, con la certeza de que realmente responden ante un taget definido y una demanda que aunque previamente desconocida e inexistente logra generar un impacto en el mercado al alterar o intervenir en la cultura que ya se encuentra vigente. Esto como una posibilidad de tomar el Coolhunting como un Brainstorming de nuevos negocios y empresas para emprender en el mercado como impulsadores de innovación además de también ser aplicable en el diseño.

Es entonces donde me convenzo que el Coolhunting resulta la respuesta ante la innovación.

 

 

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