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Coolhunting

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Coolhunting is the collection and interpretation of street signal.
The activity of coolhunting consists mostly of gathering and recording information, on how people dress, their cultural or consumption preferences, new city venues etc., by taking photos and notes. FCL has in the past years experimented a systematic way of practising coolhunting, offering to the deployed young researchers not only training on alternative ethnographic methodologies but also a strong theoretical background.
Coolhunting is neither a job-title coined in the mid nineties, nor a new professional figure: it is rather a valuable method, if integrated with other systematic and consistent set of parallel research activities and design thinking ability.

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