Coolhunting, also known as trend-spotting, trend forecasting or trend identification, refers to the practice of seeking out emerging trends and cultural shifts. The term "coolhunting" implies a focus on youth culture and fashion, but it can be applied to any industry or area of interest. Other synonyms for coolhunting include market research, consumer insights, trend analysis, fashion forecasting, and cultural anthropology. The goal of coolhunting is to stay ahead of the curve and identify trends before they become mainstream, providing businesses with a competitive edge and consumers with the newest and most innovative products and experiences.