25 of the best Coolhunts - Fontys ACI

It is also a matter of creatively combining more observations.
An observation is just an observation. No more no less. And this does not make it
a validated trend.
However if we succeed in discovering one mentality movement in the observations of
what is Cool, then it is Eureka time. Professional trendwatching from one observation
towards more observations towards underlying mentality trends. If this is done systematically
and based on knowledge it will result in mentality trends.
In the meantime we have become more trend sensitive and more professional.
One hundred students
The collected observations are all made by International Lifestyle students and students
that attend the minor Trendwatching.
They give a good impression of the broad range within which students have been
trendwatching and Coolhunting. They also show us what is going on in the current world
of the young people or what will be going on. The fact that we focus on young people and
their world also confines this booklet full of first year contri butions. Most observations of
Cool by our students are related to the youth world itself.
Trend sensitive observations regarding Cool in the e.g. very important 50 + generation
remain under represented.
In the coming three years this will have our full attention.
In conclusion we would like to demonstrate the methodology necessity that observations
need to be combined in order to reach validated trend insights. It makes me proud that
I will perform this combined task. I hope to inspire students the coming three years.
I hope to deliver an interesting interpreted contribution to their selection and this booklet.
For them but also for all other readers of this booklet.
In this booklet we have chosen to link more observations of Cool. That is how the underlying
mentality trends can be better documented. As we said earlier this may not be done
17