DECODING CONSUMERS AND MAPPING CULTURAL MOVEMENTS SMALL DATA APPROACH

LUIZA FUTURO MA CRITICAL AND CREATIVE ANALYSIS BA BUSSINESS AND MARKETING

HOW TO INVESTIGATE CULTURAL CHANGES: CREATE, FRAME AND PRESENT IT TO THE

MARKET.1.INTRO

2.QUESTION BOARD 3.WHAT IS A TREND?

4.TREND CO-CREATION EXERCISE

Ilustration http://niegeborges.com/

#2 CLASS

OUTPUT: DEFINITION, FLOW AND MARKET USES OF TREND AS WELL AS HOW TO

CREATE A SCHEME OF ANALYSIS.

1: things that I think that might be interesting trend research / question / myths

2:TREND RESEARCHIn market “trend forecaster”

The influential curve (mainstream and targeting dilemas)

Definition and directions

Expressions (memes and replications)

Dilemas and tensions.

TOOL KIT FRAME

I'm losing my edge. I used to work in the record store. I had everything before anyone.

I was there in the Paradise Garage DJ booth with Larry Levan.

I was there in Jamaica during the great sound clashes.

I woke up naked on the beach in Ibiza in 1988.

But I'm losing my edge to better-looking people with better ideas

and more talent. And they're actually really, really

nice. LCD SOUNDSYSTEM

IT'S ABOUT STAYING PLUG INTO THE NEW BUT NOT NECESSARILY IN THE NOVELTY.

IT’S MORE ABOUT FRESHNESS.

LIFESTYLE DETECTIVES.

RESEARCHERS.

CULTURE'S DWELLERS.

CURIOSITY HETEROGENEOUS (NETWORK OF PEOPLE AND INFORMATION) OBSERVATION NOT BE AFRAID OF THE

BIZARRE READ, WRITE ACTIVE IN LIFE ( INTERNET SENSE AND REAL LIFE )

"THE FUTURE IS HERE, IT’S JUST NOT VERY WELL DISTRIBUTED”

WILLIAN GIBSON, FICTION WRITER

CULTURAL BRAILLING

IMMERSING YOURSELF INTO THE

ENVIRONMENT THAT YOU ARE IN.

TREND

THE CONTEXT IS BROADER THAN CONSUMERISM.

TREND DONT'S IT’S NOT EXCLUSIVELY FOR THE WORLD OF FASHION

NOR

A TERM THAT ONLY REFERS TO PROCESS THAT AFFECTS PHYSICAL OR AESTHETICS CHANGES IN CULTURE

TREND DONT'S

A TREND CAN BE EMOTIONAL,

INTELLECTUAL AND EVEN SPIRITUAL.

MARTIN RAYMOND, FUTURE LABORATORY OWNER

TREND DEFINITION A TREND CAN BE DEFINED AS A DIRECTION IN WHICH SOMETHING (AND THAT SOMETHING CAN BE ANYTHING) TENDS TO MOVE AND WHAT ITS IMPACT IN CULTURE, SOCIETY OR BUSINESS SECTOR.

TREND DEFINITION

DIFFUSION INNOVATION TYPES DIFFUSION INNOVATION TYPES DIAMOND-SHAPED

DIFFUSION INNOVATION TYPES DIFFUSION INNOVATION TYPES S SHAPE CURVE

INNOVATORS

EARLY ADOPTERS

EARLY MAJORITY

LATER MAJORITY

LAGGARDS

TREND FORECASTER TOOL KIT THE WHAT: TREND, INNOVATION OR CULTURAL SHIFT BEING IDENTIFIED.

THE WHY: THE DRIVERS TO CONSIDER THE TREND

THE WHERE: THE PLACE WHERE TREND BEGINS, EXPRESSIONS, MEMES, CASES, MATERIAL OR NON MATERIAL.

TO WHO: WHO IS THE INNOVATOR ARE YOU SEEK TO TALK WITH OR INVESTIGATE MORE ABOUT.

TREND FORECASTER TOOL KIT

CROSS CULTURAL ANALYSIS

IDEAS EVIDENCE WALL

CROSS CULTURAL ANALYSIS

1 CARTOGRAM, THE POSSIBLE TRENDS 2 BRAND, PRODUCT, CONCEPT X TRENDS 3 FINAL TRENDS AND THEIR NAMES 4 DILEMMAS AND TENSIONS 4 CONCEPT MOOD BOARDS 5 TARGET MARKET 6 VISUAL CONSUMER PROFILE

THE BRIEF IN ONE TWEET: WHICH ARE THE TRENDS THAT INFLUENCE THE FUTURE OF BANK AND THE WAY CONSUMERS ARE GOING TO INTERACT WITH IT. (2010)

THE WHAT: TREND IDENTITY INNOVATION OR CULTURAL SHIFT BEING IDENTIFIED.

THE WHY: THE DRIVERS TO CONSIDER

THE WHERE: THE PLACE WHERE TREND BEGINS, EXPRESSIONS, MEMES, CASES, MATERIAL OR NON MATERIAL.

TO WHO: IS THE INNOVATOR ARE YOU SEEK TO TALK WITH OR INVESTIGATE MORE ABOUT.

Human Tech New Offline

Life Data Collective Conscious

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THE WHAT: THE NAME OF THE TREND KEY WORDS, VISUAL CODE, CONSUMER QUOTE, SPECIALIST QUOTE

Human Tech New Offline

Life Data Collective Conscious

+ -

-+

THE WHAT: THE NAME OF THE TREND KEY WORDS, VISUAL CODE, CONSUMER QUOTE, SPECIALIST QUOTE

Life DataTHE WHY: THE DRIVERS TO CONSIDER HARD DATE TO POINT MACRO FORCES IN THE ENVIRONMENT

THE WHERE: THE PLACE WHERE TREND BEGINS AND EXPRESSIONS OF IT BOTH MATERIAL OR NON MATERIAL (MEMES, CASES, QUOTE, EXPRESSION, ACADEMIC CASE, BRAND CASE)

THE WHERE: THE RESULT OF THIS PROCESS IS NOW CREATE ASPIRATIONAL TOUCH POINTS. IT’S IMPORTANT THAT ALL THIS KEY POINTS COULD BE ARTICULATED TO THE BRAND, SERVICE OR PRODUCT.

OPEN DATA

VISUAL INFORMATION

CONTROL FREAK - TOLLS AND GADGETS

*THE KEY POINTS NEED TO HAVE A DIRECT TEXT THAT COULD DESCRIBE THE NATURE OF THIS ARTICULATION.

ALL THE KEY POINTS, MUST HAVE CASES (OUTSIDE AND INSIDE THE MARKET CASES, IMAGES, QUOTES THAT COULD CAPTURE AND EXEMPLIFY THE SENSE OF THE FOLLOWING EXPRESSION)

Life Data

GLOBAL TREND FORECASTING SITES

PFSK THE FUTURE LABORATORY MASHABLE

DEZEENCONTAGIOUS

WIREDRSA

TRENDWATCHINGCOOL HUNTING

JAPAN CONSUMINGDAVID REPORTGESTALTEN

KHOLE

TED TREND HUNTER

TRENDBURO

MKSHFT.ORG

W.I.R.E

REAL QUESTIONS/ BRIEFING WORK OPPORTUNITY:

SURF LAUNDRY AND GENDER ROLES WHICH ARE THE TRENDS RELATED TO GENDER ROLES THAT ARE GOING TO INFLUENCE THE LAUNDRY CATEGORY IN DEVELOPED MARKETS?

UBER BRAND PERCEPTION MOBILITYWHICH ARE THE TRENDS THAT LEAD THE FUTURE OF MOBILITY IN THE SENSE OF MODERN CITIES TRANSPORTATION?

FERNANDO RIBEIRO STRATEGY DIRECTOR AT BBH LONDON

GRADUATED IN SOCIAL COMMUNICATIONS IN THE SOUTH OF BRAZIL, AND STUDIED

CONTEMPORARY ART AND CREATIVE PROCESS IN RIO DE JANEIRO. HE WORKS AS STRATEGY

DIRECTOR FOR A GROUP OF ACCOUNTS AT BBH LONDON, WHICH INCLUDES UBER AND KFC.

PREVIOUSLY AT DAVID SAO PAULO, A CREATIVE SHOP OWNED BY OGILVY GROUP, HE LEADED THE NEW GLOBAL POSITIONING STRATEGIES FOR BURGER KING AND POWERADE. OTHER BRANDS FER HAS WORKED WITH INCLUDE

COCA COLA IN LATIN AMERICA AND ASIA, AND SONY IN BRAZIL.

TREND FUNNEL 1. SHORT DESCRIPTION OF A TREND.

NAME 5-8 IMAGINES TO DEFINE IT KEY WORDS

2. LIST THE KEY DRIVERS DETERMINING THIS TREND. VISUAL AND INFOGRAPHIC

3. DESCRIBE THE TARGET CONSUMER COULD BE MORE THAN ONE 5-8 IMAGES TO DEFINE IT QUOTES

4. DESCRIBE PRODUCTS, SERVICES AND THINGS THAT TARGET CURRENT DOES.

5. HOW THIS TREND WILL AFFECT THE TARGET TERRITORY?

6. CLIENT’S IMPACT? PRODUCT CONCEPT STRATEGIES ADVICE