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Advisor(s)
Abstract(s)
O processo da previsĂŁo de tendĂȘncias compreende uma atividade moderna na qual o estudo rigoroso das tendĂȘncias Ă© crucial, bem como a observação das dinĂąmicas que envolvem o consumidor, as marcas e as agĂȘncias de previsĂŁo. No estado de descentralização e fragmentação atual na qual se encontram a maioria dos conglomerados sociais globais, Ă© um desafio entender se as tendĂȘncias neles contidas e em constante movimento, traduzem o meio envolvente ou se na realidade sĂŁo expressĂ”es fortuitas; nĂŁo obstante, sĂŁo fenĂłmenos que nĂŁo se podem ignorar, e a sua anĂĄlise dĂĄ origem a atividades cada vez mais essenciais no contexto empresarial e criativo. AtravĂ©s dos relatĂłrios de tendĂȘncias, as empresas tĂȘm a oportunidade de adquirir informaçÔes relevantes e perspetivas sobre futuros cenĂĄrios que as ajudam a fazer sentido das dinĂąmicas atuais dos consumidores.
Dessa forma, esta investigação procura estudar o mĂ©todo da previsĂŁo de tendĂȘncias e consequentemente realizar relatĂłrios de tendĂȘncias focados em setores especĂŹficos. Para a elaboração do conteĂșdo dos relatĂłrios, deve ser aplicada uma metodologia que, acima de tudo, permita analisar e identificar as tendĂȘncias contidas nos determinados setores e/ou mercados. Sendo assim, a metodologia aplicada seguiu uma lĂłgica flexĂŹvel e multidisciplinar, de carĂĄter qualitativo e fundamentada no entendimento dos mecanismos que formam, compĂ”em e difundem as tendĂȘncias nos contextos atuais. Enquanto apoio para as premissas metodolĂłgicas, recorreu se Ă elaboração de entrevistas estruturadas, direcionadas a profissionais de tendĂȘncias; uma vez que a pesquisa Ă© de ĂŹndole qualitativa considerou se muito importante a aplicação deste formato primĂĄrio para a reuniĂŁo de dados significativos relativamente Ă concepção de um relatĂłrio de tendĂȘncias.
ConcluĂŹdo o procedimento empirĂŹco, os resultados que se destacam indicam evidĂȘncias de que as tendĂȘncias sĂŁo formadas e sofrem mudanças por ação de fatores externos a elas, nĂŁo obstante Ă s suas mutaçÔes endĂłgenas. Ă tambĂ©m verificado que o atual ecossistema das tendĂȘncias enfatiza a influĂȘncia de diferentes agentes no seu processo de difusĂŁo, independentemente do setor analisado. Aponta se, por fim a conclusĂŁo de que o consumidor Ă©, e continuarĂĄ a ser um dos elos centrais na manifestação, difusĂŁo e fim das tendĂȘncias, assim como tambĂ©m consente, por sua vez, alteraçÔes nos seus comportamentos e atitudes em função das tendĂȘncias. Esta Ășltima ideia reitera a importĂąncia do estudo das tendĂȘncias e respetivas dinĂąmicas nos contextos empresariais, como estratĂ©gia fundamental Ă s necessidades e desejos dos consumidores.
The trend forecasting process comprises a modern activity in which the rigorous study of trends is crucial as well as the observation of the dynamics that involve the consumer, brands and the forecasting agencies. In the current state of decentralization and fragmentation to which most of the global social conglomerates are submited, it is a challenge to understand whether the trends contained in them and in constant movement, translate the surrounding environment or if in reality are fortuitous expressions; nevertheless, they are phenomena that can not be ignored, and their analysis gives rise to activities that are increasingly essential in most business and creative contexts. Through the acquisition of trend reports, companies have the opportunity to gain access to relevant information and perspectives on future scenarios that ultimately helps them make sense of current consumer dynamics. Thus, this research seeks to study the trend forecasting approaches followed by the development of three trend reports, each one focused on a specific sector. In order to elaborate the content of the reports, the methodology applied must, above all, allow the analysis and identification of trends in the particular sectors. Therefore, in the present research the applied methodology followed a qualitative, multidisciplinary and flexible conduct, based on the understanding of the mechanisms that form, compose and diffuse trends throughout the current contexts. As support for the methodological premises, three structured interviews were designed, aimed at trend professionals; since the research is of a qualitative nature, it was considered very important to apply this primary method, in order to obtain significant data regarding the development of a trend report. Once the empirical procedure has been concluded, the results that stand out indicate evidence that trends are, in fact, formed and undergo changes, due to factors external to them, despite their inherent endogenous mutations. It is also verified that the current ecosystem of trends emphasizes the influence of different agents in their diffusion process, independently of the analyzed sector. Finally, the conclusion is drawn that the consumer is, and will continue to be, one of the central players in the manifestation, diffusion, decline and death of trends, as well as, in turn, allows its own behavior and attitudes to be altered, depending and accordingly to current trends. This last idea reiterates the importance of the study of trends and their dynamics, within the business contexts, as a fundamental strategy in responding to the needs and desires of consumers.
The trend forecasting process comprises a modern activity in which the rigorous study of trends is crucial as well as the observation of the dynamics that involve the consumer, brands and the forecasting agencies. In the current state of decentralization and fragmentation to which most of the global social conglomerates are submited, it is a challenge to understand whether the trends contained in them and in constant movement, translate the surrounding environment or if in reality are fortuitous expressions; nevertheless, they are phenomena that can not be ignored, and their analysis gives rise to activities that are increasingly essential in most business and creative contexts. Through the acquisition of trend reports, companies have the opportunity to gain access to relevant information and perspectives on future scenarios that ultimately helps them make sense of current consumer dynamics. Thus, this research seeks to study the trend forecasting approaches followed by the development of three trend reports, each one focused on a specific sector. In order to elaborate the content of the reports, the methodology applied must, above all, allow the analysis and identification of trends in the particular sectors. Therefore, in the present research the applied methodology followed a qualitative, multidisciplinary and flexible conduct, based on the understanding of the mechanisms that form, compose and diffuse trends throughout the current contexts. As support for the methodological premises, three structured interviews were designed, aimed at trend professionals; since the research is of a qualitative nature, it was considered very important to apply this primary method, in order to obtain significant data regarding the development of a trend report. Once the empirical procedure has been concluded, the results that stand out indicate evidence that trends are, in fact, formed and undergo changes, due to factors external to them, despite their inherent endogenous mutations. It is also verified that the current ecosystem of trends emphasizes the influence of different agents in their diffusion process, independently of the analyzed sector. Finally, the conclusion is drawn that the consumer is, and will continue to be, one of the central players in the manifestation, diffusion, decline and death of trends, as well as, in turn, allows its own behavior and attitudes to be altered, depending and accordingly to current trends. This last idea reiterates the importance of the study of trends and their dynamics, within the business contexts, as a fundamental strategy in responding to the needs and desires of consumers.
Description
Keywords
Consumidores PrevisĂŁo de TendĂȘncias TendĂȘncias