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Explore the art and science of user-centered business strategies in Discovering Consumer Trends. In this 8-week course, you will master predictive market research methods while learning how to communicate your ideas more effectively. Uncover the real reasons brands go viral, why ideas spread, and how to use predictive strategies to boost your own business.

What you’ll walk away with:

  • Practical ethnographic research methods to better understand what motivates your audience
  • Marketing strategies that are framed to align your current product with future behavior
  • An interactive Futurecast report to immediately leverage new business opportunities

who should take this course?

Discovering Consumer Trends is for current or aspiring marketers who want to learn how to reliably predict industry trends to create better products. If you are looking for a more effective way to find and connect with your audience, this course will walk you through the process of conducting quality market research to power your marketing and business decisions with ethnographic data.

Course pricing and details:

  • 3-Credit Tuition: $500
  • Non-Credit Tuition: $500
  • Fees: $40 Registration Fee (required for both credit and noncredit options)
  • Duration: 8 Weeks

Course Outline

Week One

  • Why are we here?
  • Trend vs. Fad
  • Choices
  • Trend Forecast

Week Two

  • Field Work
  • Using System 2
  • Observation and Sensory Ethnography
  • The Job-to-be-Done
  • Culture Code

Week Three

  • Conversational Interviewing
  • Fast Culture vs. Slow Culture
  • Depth Interviewing

Week Four

  • Semiotics – Signs and Symbols
  • Psychogeography
  • Object Analysis
  • Academic Framework

Week Five

  • Digital Psychogeography
  • Digital Ethnography
  • Social Media Listening

Week Six

  • Diffusions of Innovation – Part 1
  • The Chasm
  • The Tipping Point
  • How to Analyze Your Findings

Week Seven

  • Diffusions of Innovation – Part 2
  • Adopter Segments
  • Psychographic Profiles
  • Innovation Substitution and Discontinuous S-Curves
  • What Makes Things Cool?
  • Sharing Your Ideas

Week Eight

  • Convergences
  • Fringe and Adoption
  • Trend Report Examples

Stack to Earn a Professional Certificate

Discovering Consumer Trends can be applied to the following certificate programs:

Business Innovation Professional Certificate
Innovative Retail Merchandising Professional Certificate
General Creative Studies Professional Certificate

Course Author

Course Author

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Hollie Jones Photo

Hollie Jones

Hollie Jones is a marketplace anthropologist who works with global corporations to answer questions about the granular consumer preferences and big picture market shifts that drive timely, data-driven innovation strategies. She has worked with big companies you’ve heard of like Bayer and Burt’s Bees as well as very small companies you haven’t heard of (yet). Jones’s research has impacted product development, brand positioning, message design, customer experience and new market entry strategies. She specializes in using qualitative research to provide an essential context and story for big data, and she has been a champion for the Voice of the Customer throughout her career.

Course: Discovering Consumer Trends

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