This curricular unit combines, in a complimentary way, theoretical and practical approaches which are key in terms of information collection and analysis associated with the creative sector activities. By using scientific research methods and techniques, the aim is to prepare students to develop critical, conceptual and practical skills that will allow, not only the creation of data research tools, but also their understanding, application and usefulness for creative initiatives and businesses. Within this context, it will also be presented relevant information on design, planning and development of projects, as well as statistical data, case studies, benchmark techniques, to identify market opportunities in the creative and cultural sector. There will be academic lectures given by professionals, specialists, and entrepreneurs from the creative and cultural industries field, intending to address different thematic areas considered relevant, such as market changes and entrepreneurship.