About Us

Why We Use Cool

Science of Cool

Science of the Time dates back to 1992. It is one of the first and most reputated trend research and innovation agencies in the world. Founded by Carl Rohde, who is still leading Science of the Time, the company has worked with a caleidoscope of companies over the years, often in long term partnerships. Rohde is also professor A.S. Future Hospitalities at the Hotelschool The Hague, the Netherlands and (the first) professor Trendwatching & Innovation in China, at Shanghai Institute of Technology, China. This amplifies the academic depth and scope of the trend research and innovation projects of Science of the Time.

Cool is

Carl Rohde

Our Leading

  1. Science of the Time has a reputation of academic, methodologically sane depth combined with a sharp and practical business sense. This mix is important. Trendwatching is popular today. That is good but it comes with a disadvantage: there is too much of the fluffy hello-look-what-I-have-found-as-nice-and-cool-on-the-Internet kind of trendwatching. Nothing wrong with that. However, Science of the Time goes for serious research, living up to our academic status.
  2. Science of the Time is empirical. We visit around thirty universities a year in order to train thousands of students all over the world, to Coolhunt with us in a systematic manner in sophisticated, digital workspaces. The International Cool City Hunt research project is the biggest among youth worldwide. Having said this: we do not exclusively focus on youth. We conduct research with all generations: kids, adolescents, the stressed 30-somethings, the benevolent 50+ generation.
  3. Science of the Time is less preoccupied with gadgets and hypes-of-the-day – though we know a lot of them thanks to our army of Coolhunters. Science of the Time focuses on Validated Cool Mentality Trends. Validated Mentality Trends do not disappear over night. They have a solidity on which you can build. The form for a solid platform when it comes to building brands, communication concepts, new products and services.
  4. Science of the Time helps companies worldwide to implement Science’s Mentality Trends when it comes to generating innovative ideas – products, services, management ideas. Trendwatching and Coolhunting are stimulating and inspiring. But they have to lead somewhere. To thorough innovation ideas. Innovating without the proper knowledge of Cool Mentality Trends that will impact our future, means innovating in the dark. Science of the Time helps companies to innovate in credible ways, based on serious trend research. Learn what we and our network can do for you and your company.

Cool was cool

You might be right about this one. Cool has been the centerpiece of our trend research for more than thirty years. We chose this word for numerous reasons. For one, it is a universal word. A potential misunderstanding is that we use it to define what is hip and trendy. For sure, there are loads of places on the web where you can find the newest hypes. Yet we distance ourselves from that. Hypes are interesting, but superficial. We are looking for the true meaning behind the examples we spot. That said, this does not imply that we don’t appreciate a good novelty.

Cool in our vision means ‘attractive and inspiring with future growth potential.’

Many people claim they can foretell the future. For all we know, they are wrong. Nobody is capable of such prophecies. What one can do is identify the most important trends happening right now to create a better view on what is coming. That is where our Coolhunt methodology comes in hand. We call the process of trend research Science of Cool. Being a Coolhunter means you study the world 24 hours a day, 7 days a week, 365 days a year. Still, you won’t be able to do this on your own. Analysing and interpreting well-documented examples from other experts is key if you want to understand what is happening now as well as in the future.

Have a look at Science of the Time’s Coolhunt Methodology: 11 steps you have to take if you want to become a good Coolhunter.

Our Activities

This part of our website represents our daily routine. At PLAY we share some of the examples out of our virtual workspaces. The content we digest daily is supplied by a mix of Coolhunters; from students to branch experts. Being able to PLAY - trend spotting ánd documenting - is an important part of our work.

This part of the website distances us from just the hip and trendy. This is the heart of our research. In the Social DNA section we explain the soft spots of generations, from kids to 50+. Find our long-term trends -Decade Influencers- next to our Mentality Trends. Scroll through our Library to find out what we are currently reading or register at Signs&Seeds to join a trend discussion. STUDY represents the foundation of our work: serious qualitative trend research. Our International Cool City Hunt project plays a central role here.

This part of the website gives a sneak peek into our way of working. Contact us for customized lectures, trend reports or trend research projects. We have over twenty years of Coolhunting experience, on a global basis. Join the list.

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