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- Market niches and the phenomenon of their massification: the marketing behind bringing niche products to the massesPublication . Rocha, Juliana Mendes da; Bernardes, Óscar Tiago FontesThis investigation main topics are market niches and consumer behaviour. Throughout the document, issues such as what are niches are, why they exist, how it works as a strategy for the company, why the7re is investment in market niches and whether it is profitable, and why there are more and more great brands to invest in niche products, bringing them to the common consumer are discussed. In order to obtain answers to our objectives, we proceeded with the elaboration of a questionnaire and a series of interviews to companies that work niche products and markets. We also took the previous information and created a method / tool for analysing niches and market trends, which can help companies in the future to communicate to different market niches. To work this tool, we had to study the behaviour of Generation Z (consumers of the future) and big data. And so, we also carried out a questionnaire to improve Generation Z and their behaviour on social media in Portugal. In the end, we can reflect that investing in a niche is really a trend that is here to stay and that it can be profitable if done in the right way. Companies that are successful in this market are growing in number and aim to expand themselves. This phenomenon is not strange at all since we are in a society that is increasingly more aware, informed and that communicates very easily with each other.