“Trends indicate directions of change”
The Sighthound is a business consulting firm focused on trend research services.
Our job is to identify trends, interpret signals, and provide insights and possible directions to business needs and marketing objectives. Our services include sector trend research, reports, market studies, consumer insight generation, in-company workshops, coolhunting journeys, among others.
Once we have the results of our research, we work closely with our clients to convert the data collected into valuable information and insights that help them in the decision-making process. We then indicate directions on how to apply the knowledge generated into actionable strategies.
“Trend Research services represent an anchor point amid the uncertainties of today’s world.”
The problem
After many years of experience in the entrepreneurial environment, we came to realise that there are some gaps that companies need to fill. Many have trouble finding their strategic market fit. Creators and entrepreneurs many times aren’t able to perceive the essence of the forces that rule the market. They need help to align their marketing strategy, R&D, market penetration, product launch etc.
In practical terms, that could mean different things.
For example, a company might have several reports and market studies, but has trouble interpreting the data and transforming it into actionable strategies and products.
It can also mean that the company doesn’t know exactly where / or who their consumer actually is, or if a solution matches the target audience. Sometimes, the problem is that they may need to “educate” the market before launching a new product.
In the uncertain world of today, it is important to understand the consumer, interpret signs of change, and put effort in the right direction. The fast pace of changes is sometimes baffling. The multitude of information and data need a close look and in-depth interpretation.
The good news is that there is the other side!
The solution:
Trend Research
Trend research and analysis is an emerging area that has gained special value in the always changing and unpredictable world of today.
The understanding of trends can provide important market overviews and strategic business insights for companies in different industries.
By analysing the invisible layers of culture, trend analysis leads to the understanding of emerging mindsets, the identification of patterns, and the key directions that guide the market and the consumers.
It also spots the slightest signs of change and the emergence of new products and solutions before they go mainstream.
This is where we
come into play.
We aim at building the bridge between consumer knowledge – with focus on decision-making mindsets – and companies with the need to define market strategies, directions, positioning, or to place their products or brand in the market.
Our Services
// TAILOR MADE: RESEARCH
CONSUMER RESEARCH
from behaviour to desires, from consumption to insights. We do in-depth analysis to hack the consumer’s minds and provide game changing insights. The customised consumer research provides valuable insights about consumers for marketing strategies.
TRENDS RESEARCH
our methodologies enable us to dive deep into the hidden layers of culture to identify trends according to your business’ industry. We can identify sector trends, produce tailor-made reports and in-depth analysis of scenarios. The customised trends research provides insights about society, directions and competitive intelligence to your business.
MARKET RESEARCH
we study your industry and provide knowledge about markets, competitors and consumers to help you plan your business strategies. The customised market research provides competitive market intelligence to leverage your strategies.
// KNOWLEDGE GENERATION
TREND REPORTS
we produce trend reports that reflect the most significant aspects of today’s society. These reports have a broad scope and can help you understand today’s world and key paths that can impact your business. These reports are non customisable.
COURSES AND WORKSHOPS
we have an array of talks, courses and workshops that can be done either online or in-company. Examples: Trend analysis and trend research applied to businesses (Course); How to find your product market fit (Workshop); how to identify trends and interpret patterns for your business (Workshop); Technology Trends and Society (Talk); Coolhunting and Trendspotting (Talk).
// EXPERIENCE
COOLHUNTING SPRINTS
AND JOURNEYS
we lead your team in an immersive coolhunting journey to identify interesting signals. We teach how to spot, organise and interpret relevant information.
CONSULTING
we provide consulting services in trends, consumer insights, cultural branding, tribal marketing, product market fit, strategic communication, branding and business modelling.
MENTORING
we provide mentoring for startups, creatives, and small businesses.
IDEATION WORKSHOPS
we deliver ideation workshops to help your team interpret and transform studies and reports into actionable strategies.
“Understanding upcoming trends provides a competitive advantage to your business”.
Methodologies
We look at the world through Trend Analysis lenses. That means we aim at bringing to the visible sphere relevant aspects from the invisible layers of culture that are relevant to plan business strategies.
In other words, our job is to understand the mindsets that are behind behaviours and that influence the decisionmaking process.
Then, we transform this knowledge into strategic insights that point out business or marketing opportunities.
These are some of the research methods we use:
- Coolhunting
- Trends Research
- Qualitative interviews
- Participative observation and fieldwork
- Desk Research and data analysis
- Netnography
- Consumer behaviour analysis
- Cultural Branding
- Tribal marketing
Who we are
Suzana Cohen
trend analyst and researcher
Suzana has over 15 years of experience in Marketing, digital communication and trend analysis. She has provided services for different industries, such as Automotive, Law, Mining, Food Retail, Fashion, Education, Startups, among others. She is a savvy researcher, an enthusiast of technology, trends and society, and a passionate professor. She has permanently linked her professional trends and marketing career with higher education teaching and research. Suzana holds a Ph.D. in Communications and Culture (Technology Trends), Masters Degree in Linguistics (Online discourse), BA in Communications (Advertising).
Her Ph.D. thesis was one of the first in Trend Studies and she was one of the first professionals responsible for outlining Trend Studies at an academic level in Lisbon. She is an integrated researcher at the Trends and Culture Management Lab (Lisbon University) and was managing Editor at Trends Observer. Back in 2013, Suzana founded Über Trends, a Trends Research Lab and creative space, focused on continuing education and local creatives. She is also a speaker and author of articles related to Trends and to Online Communications/ Media in the online age.
Raquel Sodré
trend analyst and communications specialist
Raquel is a Lisbon-based communications specialist with a passion for telling stories and spotting trends. She has a Bachelor’s in Journalism and Public Relations, and more than ten years’ experience covering a range of topics — including marketing, health, wellness, lifestyle, and science — as both a reporter for the O Tempo daily newspaper in Brazil and as a freelance writer. She also authored “História Bizarra da Psicologia” (2018), a non-fiction book for young adults. She is currently pursuing a Master’s in Culture and Communication at Lisbon University and is a researcher at its Trends and Culture Management Laboratory. Her themes of interest involve lifestyle, cultural branding, tribal marketing, and trends studies.
We work with an integrated network of researchers
We count on the wisdom of a network of trend specialists spread across Europe and Brazil. Therefore, we manage to develop and implement robust research, intelligence, and strategic communication projects for clients in different geographies and industries.
Want to learn more about our services or to discuss your needs?
We will be happy to talk to you!
whatsapp: +351 914238989
email: contact@thesighthound.com
