Jon

“I am in my fourth year of the Advertising and Public Relations degree at the University of the Basque Country (EHU) in Spain. I chose this minor to gain a specialized and different perspective before graduating.”

Why did you choose this minor?

“In advertising and public relations, it is crucial to understand not just what is happening now, but what will happen next. I chose this minor to learn the professional methodology for identifying changes in society and translating these insights into future-proof strategies.”

What have you learned during this minor?

“I have learned to look beyond temporary trends and analyze signals of change to uncover deeper human needs and values. Furthermore, mastering 'Scenario Planning' has given me the tools to visualize different futures and advise clients on how to prepare for them strategically.”

What have you created during this minor?

“I developed a personal TrendDNA portfolio, a trend report, and a comprehensive future scenario report, both for different professional clients. I also enjoyed creating a tangible future product concept to visually communicate my research findings for the final expo day.”

In which skills do you feel you have grown during this minor?

“My analytical skills have improved significantly, particularly in connecting abstract data points into a compelling story. Working on complex group projects also strengthened my adaptability and my ability to collaborate in an international, cross-cultural environment.”

What was the most fun thing you did or learned during the minor?

"The field trip to Amsterdam was a definite highlight, especially our visit to the Stedelijk Museum. It was incredibly inspiring to analyze how modern art and design reflect the current 'spirit of the times' and to practice spotting trends outside the classroom."