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In the recent article, â€œCool kids click into trend spottingâ€. Trend Hunter was cited in The Sunday Times, providing the definitions for Trend Spotting and Cool Hunting.
From The Times:
Trendspotting, according to Trendhunter.com, is the â€œscience of identifying emerging shifts in our social behaviour and aspirationsâ€. The more specialised art of cool hunting is â€œthe search for what’s not popular â€” yetâ€.