Sepúlveda Aguirre, Jovany A.Garcés Giraldo, Luís FernandoSerrano García, JakelineGómez Molina, Huber F.2017-03-282017-03-2820162256-3938http://hdl.handle.net/10567/1752Currently, there is a number of tools which allow analyzing information-based behavioral patterns; in the specific case of this article, the analysis of tendencies will be highlighted not only as a tool to predict the behavior of prices in order to measure and process financial market information but also, in a wider standpoint, to take tendencies as a tool to analyze the behavior of certain elements within a specific environment and period of time. Accordingly, the article is intended to set the theoretical, conceptual, and contextual basis necessary to perform the analysis of tendencies through the combination of a monitoring system and an observatory intended to organize, quantify, process, and use information as an indispensable element to implement innovation in the business field.enArticle