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[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
[4] Patterning Codes & Trends (Spring 2014)
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[4] Patterning Codes & Trends (Spring 2014)

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lecture from Analyzing Trends Spring 2014

lecture from Analyzing Trends Spring 2014

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  • 1. LECTURE TWO Patterning Codes & Trends Analyzing Trends | Spring 2014 TIM STOCK 2
  • 2. signals maps patterns stories the patterns of culture the dynamics of what pulls culture in a particular direction TIM STOCK 3
  • 3. patterns past what I remember patterns present what I believe will happen future patterns the structure is cognitive how perception and belief manifests as action and sustained behavior TIM STOCK 5
  • 4. patterns trends are the output of cognitive systems TIM STOCK 6
  • 5. patterns system 1 vs. system 2 codes enable system 1 thinking TIM STOCK 7
  • 6. what people believe PERCEPTION BEHAVIOR how they act upon that belief patterns trends flow from this unconscious narrative we need to calibrate our sight to read the patterns in the signals TIM STOCK 8
  • 7. patterns cognitive indexes to measure scenarios finding the best signals that tells more of the story TIM STOCK 9
  • 8. PERCEPTION BEHAVIOR patterns weather indexes what weather data impacts what we do and how we plan? TIM STOCK 10
  • 9. PERCEPTION patterns BEHAVIOR the waffle house index the index of weather based on what you can still get at the Waffle House TIM STOCK 11
  • 10. PERCEPTION patterns BEHAVIOR the Uggs index the perception of how long cold weather will last impacts sales. TIM STOCK 12
  • 11. PERCEPTION patterns BEHAVIOR the flu index how can we predict outbreaks in illness before they have become epidemics? TIM STOCK 13
  • 12. PERCEPTION patterns BEHAVIOR the google flu index how can we predict outbreaks in illness before they have become epidemics? TIM STOCK 14
  • 13. PERCEPTION BEHAVIOR patterns stock market index what data points offer the greatest yields to plan investment? TIM STOCK 15
  • 14. PERCEPTION BEHAVIOR patterns bad indexes feed market bubbles the value of markets rests on how we read perceptions of value TIM STOCK 16
  • 15. PERCEPTION BEHAVIOR patterns trends are stories (we must learn to read them) what happens next? what clues are there? TIM STOCK 17
  • 16. patterns plot conflict perspective setting language what moves the story forward? motivation and action are driven forward by cognitive dynamics TIM STOCK 18
  • 17. patterns plot conflict perspective setting language PHOTO: FLICKR/TIGERLILLYSHOP everyday trend narratives from how much salt to how fast... the choices we make in every category have an unconscious cultural line of sight. scenarioDNA | connecting brands to culture TIM STOCK 19
  • 18. image: @glennharper climax rising action falling action patterns exposition denouement narrative dynamics/freytag’s pyramid these stories rise and fall as social dynamics shift TIM STOCK 20
  • 19. image: @glennharper climax rising action patterns patterns falling action notness kinship exposition denouement narrative dynamics/freytag’s pyramid these stories rise and fall as social dynamics shift TIM STOCK 20
  • 20. I skate to where the puck is going to be, not where it has been. - Wayne Gretzky patterns past present future the physics of trends understanding what will drive where things will be TIM STOCK 21
  • 21. I skate to where the puck is going to be, not where it has been. - Wayne Gretzky patterns past THE ICE present future the conditions that define the physics of response the physics of trends understanding what will drive where things will be TIM STOCK 21
  • 22. I skate to where the puck is going to be, not where it has been. - Wayne Gretzky THE HIT how we perceive conditions and behave patterns past THE ICE present future the conditions that define the physics of response the physics of trends understanding what will drive where things will be TIM STOCK 21
  • 23. I skate to where the puck is going to be, not where it has been. - Wayne Gretzky THE HIT how we perceive conditions and behave patterns past THE ICE present THE PATH where the puck will be future the conditions that define the physics of response the physics of trends understanding what will drive where things will be TIM STOCK 21
  • 24. patterns analyzing cyclical and sustained trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. TIM STOCK 22
  • 25. patterns past present analyzing cyclical and sustained trends future how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. TIM STOCK 22
  • 26. patterns past TREND FORCES present future technology + government + social shifts analyzing cyclical and sustained trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. TIM STOCK 22
  • 27. PERCEPTION/BEHAVIOR patterns culture / expression / influence past TREND FORCES present future technology + government + social shifts analyzing cyclical and sustained trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. TIM STOCK 22
  • 28. PERCEPTION/BEHAVIOR patterns culture / expression / influence past present patterns TREND FORCES future patterns technology + government + social shifts analyzing cyclical and sustained trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. TIM STOCK 22
  • 29. PAST TRENDS historical PERCEPTION/BEHAVIOR patterns culture / expression / influence past present patterns TREND FORCES future patterns technology + government + social shifts analyzing cyclical and sustained trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. TIM STOCK 22
  • 30. PAST TRENDS MICRO TRENDS historical cyclical PERCEPTION/BEHAVIOR patterns culture / expression / influence past present patterns TREND FORCES future patterns technology + government + social shifts analyzing cyclical and sustained trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. TIM STOCK 22
  • 31. PAST TRENDS MICRO TRENDS MACRO TRENDS historical cyclical sustained PERCEPTION/BEHAVIOR patterns culture / expression / influence past present patterns TREND FORCES future patterns technology + government + social shifts analyzing cyclical and sustained trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. TIM STOCK 22
  • 32. 2008 patterns trend forces impacting perception/behavior TIM STOCK the great recession 23
  • 33. 2008 patterns past patterns present trend forces impacting perception/behavior TIM STOCK patterns future the great recession 23
  • 34. 2008 HISTORICAL increasing value exuberance patterns past patterns present patterns future deregulation borrowed money trend forces impacting perception/behavior TIM STOCK the great recession 23
  • 35. 2008 HISTORICAL increasing value shopping the pantry exuberance patterns MICRO TRENDS caution past patterns present patterns deregulation lack of credit borrowed money future unemployment trend forces impacting perception/behavior TIM STOCK the great recession 23
  • 36. 2008 HISTORICAL MACRO TRENDS increasing value shopping the pantry new normal exuberance patterns MICRO TRENDS caution past patterns present patterns deregulation lack of credit borrowed money future unemployment trend forces impacting perception/behavior TIM STOCK the great recession 23
  • 37. what is livable? patterns past what is livable? present future urban renewal + recession + social migration where will we live? TIM STOCK 24
  • 38. HISTORICAL urban flight what is livable? patterns past what is livable? present future urban renewal + recession + social migration where will we live? TIM STOCK 24
  • 39. MICRO TRENDS HISTORICAL urban expansion urban flight what is livable? patterns past what is livable? present future urban renewal + recession + social migration where will we live? TIM STOCK 24
  • 40. MICRO TRENDS urban flight MACRO TRENDS urban expansion HISTORICAL suburban renewal what is livable? patterns past what is livable? present future urban renewal + recession + social migration where will we live? TIM STOCK 24
  • 41. shifts in expectation patterns past shifts in expectation present demographics economics future technology where will we work? TIM STOCK 25
  • 42. HISTORIAL long term employment shifts in expectation patterns past shifts in expectation present demographics economics future technology where will we work? TIM STOCK 25
  • 43. HISTORIAL MICRO TREND long term employment permanent freelance shifts in expectation patterns past shifts in expectation present demographics economics future technology where will we work? TIM STOCK 25
  • 44. HISTORIAL MICRO TREND permanent freelance long term employment MACRO TREND entrepren eurship shifts in expectation patterns past shifts in expectation present demographics economics future technology where will we work? TIM STOCK 25
  • 45. patterns brand communication as trend affirmation how brands communicate in sync with evolving trend sentiment is critical TIM STOCK 26
  • 46. PERCEPTION/ BEHAVIOR 2009 2006 2013 patterns TREND FORCES economic growth recession recovery technology + economics + global politics brand communication as trend affirmation how brands communicate in sync with evolving trend sentiment is critical TIM STOCK 27
  • 47. 2006 PERCEPTION/ BEHAVIOR “stylish” patterns TREND FORCES economic growth technology + economics + global politics brand communication as trend affirmation how brands communicate in sync with evolving trend sentiment is critical TIM STOCK 28
  • 48. 2006 PERCEPTION/ BEHAVIOR 2009 “stylish” “awareness” patterns TREND FORCES economic growth recession technology + economics + global politics brand communication as trend affirmation how brands communicate in sync with evolving trend sentiment is critical TIM STOCK 29
  • 49. 2006 PERCEPTION/ BEHAVIOR 2009 2013 “stylish” “awareness” “equipped” patterns TREND FORCES economic growth recovery recession technology + economics + global politics brand communication as trend affirmation how brands communicate in sync with evolving trend sentiment is critical TIM STOCK 30
  • 50. 2006 PERCEPTION/ BEHAVIOR 2009 “stylish” “awareness” 2013 “equipped” patterns TREND FORCES economic growth recession recovery technology + economics + global politics brand communication as trend affirmation how brands communicate in sync with evolving trend sentiment is critical TIM STOCK 31
  • 51. PERCEPTION/BEHAVIOR patterns past TREND FORCES belief + currency + influence present future economics + materials + technology forecasting near term cyclical consumption TIM STOCK MICRO TRENDS what will sell? 32
  • 52. MICRO TRENDS what colors? patterns past present future cognitive features feed cyclical consumption color is a system 1 tool for the designer TIM STOCK 33
  • 53. Peter Pilotto for Target patterns past present notness HISTORICAL features future sustainability MICRO TRENDS features timing cognitive features with cultural shifts TIM STOCK 34
  • 54. MICRO TRENDS pushback on new technology patterns past present MACRO TRENDS how might this evolve? future vinyl records how do you read this signal? what are the implications? TIM STOCK 35
  • 55. patterns cultural systems (connotation) the story is bigger than the one signal TIM STOCK 36
  • 56. MICRO TRENDS creative involvement patterns past MACRO TRENDS how might this sustain? present future DIY fashion - reading the dynamics sourcing other trend signals that share similar codes TIM STOCK 37
  • 57. patterns LANGUAGE CODES CULTURE STORY business case: Starbucks understanding the cultural dimensions that will impact the brand TIM STOCK 38
  • 58. PERCEPTION / BEHAVIOR SIGNIFIERS PERSONAL TRANSPARENT CRAFT patterns SOCIAL PHYSICAL CODES SHARING TABLES TREND FORCES GREEN MARKETS sourcing emergent codes to fuel innovation TIM STOCK 39
  • 59. PERCEPTION / BEHAVIOR SIGNIFIERS PERSONAL TRANSPARENT CRAFT patterns SOCIAL PHYSICAL CODES BOULANGERIES GROWLERS TREND FORCES sourcing emergent codes to fuel innovation TIM STOCK 40
  • 60. STARBUCKS RETAIL PERCEPTION / BEHAVIOR STARBUCKS VERISMO SIGNIFIERS PERSONAL TRANSPARENT CRAFT patterns SOCIAL PHYSICAL CODES TREND FORCES forecasting how innovation platforms will evolve TIM STOCK 41
  • 61. patterns LANGUAGE CODES CULTURE STORY trend analytics - reading and patterning signals TIM STOCK 42
  • 62. PERCEPTION/ BEHAVIOR patterns TREND FORCES analyzing language on the social web understanding how language evolves in context is critical to transformative consumer intelligence TIM STOCK 43
  • 63. patterns Google Ngram google Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts TIM STOCK 44
  • 64. patterns Google Ngram as a cultural analytics tool google Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts TIM STOCK 45
  • 65. 1940 patterns victory gardens - expressed language TIM STOCK 46
  • 66. PERCEPTION/ BEHAVIOR patterns meaning meaning austerity sustainability 1939 TREND FORCES 1970 forces forces victory gardens as an Ngram visualization TIM STOCK 47
  • 67. 1969 1981 patterns drug culture as expressed language what trend forces correlate to the peaks in narrative? TIM STOCK 48
  • 68. PERCEPTION/ BEHAVIOR meaning meaning status rebellion patterns 1965 TREND FORCES forces 1980 forces drug culture as an Ngram index TIM STOCK 49
  • 69. 1970s patterns hip-hop - tracking expressed language TIM STOCK 50
  • 70. PERCEPTION/ BEHAVIOR patterns 1975 TREND FORCES forces 1985 forces 1995 2005 forces what forces shaped 1. the rise in language? TIM STOCK 51
  • 71. PERCEPTION/ BEHAVIOR meaning meaning meaning patterns 1975 TREND FORCES forces 1985 forces 1995 2005 forces what forces shaped 2. how has the 1. the rise in language? meaning evolved? TIM STOCK 51
  • 72. 2013 patterns hip-hop - meaning evolves as past symbolic expression becomes common vernacular TIM STOCK 52
  • 73. 1980s patterns aspiration culture - patterns in language TIM STOCK 53
  • 74. 1980s CULTURE CODES patterns LANGUAGE TREND FORCES cellphone as totem - identifying hidden meaning TIM STOCK 54
  • 75. PERCEPTION/ BEHAVIOR meaning meaning meaning CULTURE CULTURE CULTURE CODES CODES CODES LANGUAGE LANGUAGE LANGUAGE TREND FORCES TREND FORCES TREND FORCES 80s 90s 00s forces forces patterns TREND FORCES forces cellphone as signifier - the context of signals TIM STOCK 55
  • 76. 1980s CULTURE CODES patterns LANGUAGE TREND FORCES yuppie culture - cultural systems / connotation TIM STOCK 56
  • 77. status + fraternity + rank PERCEPTION/ BEHAVIOR meaning patterns sushi cappuccino 1985 TREND FORCES forces economic boom + new urbanism yuppie culture - cultural systems / connotation TIM STOCK 57
  • 78. 2000s CULTURE CODES patterns LANGUAGE TREND FORCES decoding Bobos in the 2000s a new culture of aspiration emerges TIM STOCK 58
  • 79. PERCEPTION/ BEHAVIOR meaning guilt + tactile + local made in usa patterns 2000 TREND FORCES forces codes of Bobo culture - cultural systems / connotation TIM STOCK 59
  • 80. CULTURE CODES patterns LANGUAGE TREND FORCES decoding whole foods vs. trader joe’s what is the language? codes? culture? TIM STOCK 60
  • 81. patterns The Future of __________ stories trends as innovation - building your portfolio TIM STOCK 61
  • 82. 20 page trend presentation Final Project Outline Define the Topic insight The Future of... 4-6 Current Trend Examples research very current examples that support your hypothesis Establish Hypothesis what is a key insight on how perception and behavior are changing Analyze the trends examples in each example decode what the example reveals about shifts in perception and behavior Revel Key Forces what are the key factors shaping the shift in perception and behavior what are the codes of this trend? Culture & Language identify a subculture that offers insight into future perception and behavior Provide data to support your hypothesis source key data points that indicate shifts in perception and behavior Key Insights & Opportunities how do we see things changing? how can we act on this insight? in the next 3-5 years? 5-10 years? CLIENT INSIGHT APPENDIX action Profile of Client what is the key business activity of this brand? where might they need to grow? Trend Insights how can your insights and analysis inform opportunities for this client? Saturday, October 13, 12 final formal critique TIM STOCK 62
  • 83. cars fast food education fast fashion music patterns television stories video games wearable tech The Future of __________ trends as innovation - where do we invest? TIM STOCK 63
  • 84. Her (2014) patterns cities dating work framing the future of _________ these potential futures are interwoven as a narrative system TIM STOCK 64
  • 85. patterns supermarkets The Future of __________ stories trends as innovation - where do we invest? TIM STOCK 65
  • 86. CULTURE culture casts meaning CODES quantity past patterns LANGUAGE TREND FORCES quality present transparency future eating tastes and behavior technology + farming + government subsidies the future of supermarkets what trend forces are likely to impact future patterns? TIM STOCK 66
  • 87. 1960 culture casts meaning CULTURE CODES patterns new LANGUAGE improved processed science how I make my home suburbia + appliances + globalism TREND FORCES decoding supermarkets frozen foods shaped behavior towards quantity and convenience TIM STOCK 67
  • 88. 1960 FIXED 2013 LIVING patterns the evolution of food signals where do we invest? TIM STOCK 68
  • 89. 1960 patterns 2014 FROZEN FRESH FRESH fixed / standardized clean / wisdom codes inform the broader narrative our move to fresher food reflects a shift TIM STOCK 69
  • 90. PERCEPTION/ BEHAVIOR meaning convenience patterns craft 1980 patterns TREND FORCES forces tracking inflection points language reveals the point that culture begins to change course TIM STOCK 70
  • 91. future CULTURE MACRO TREND farming/retail hybrids CODES patterns transparent LANGUAGE TREND FORCES local seasonal trust I trust food I see grown production + fuel costs + sustainability forecasting futures: scenarios based on cultural dynamics TIM STOCK 71
  • 92. patterns cars The Future of __________ stories trends as innovation - where do we invest? TIM STOCK 72
  • 93. 2014 CULTURE CODES freedom past patterns LANGUAGE TREND FORCES culture casts meaning culture casts meaning utility culture casts meaning flexibility present future why do I need a car? fuel costs + urban planning + technology how does a car company leverage trends? what is the meaning of the car? the future of cars TIM STOCK 73
  • 94. patterns electric cars were the future in the early 20th century the meaning of cars TIM STOCK 74
  • 95. PERCEPTION/ BEHAVIOR patterns TREND FORCES the meaning of cars TIM STOCK 75
  • 96. 1960 CULTURE keep up with the Jonses MICRO TREND CODES patterns freedom LANGUAGE TREND FORCES second car I drive everywhere cheap materials + abundant oil + suburbia Ford Falcon the meaning of cars forces/language/culture 76 TIM STOCK
  • 97. 2002 CULTURE Hummer post-9/11 the extreme professional MICRO TREND CODES patterns LANGUAGE TREND FORCES security car as fallout shelter why do I need a car? 9/11 + homeland security + upcycling pro equipment the meaning of cars after 9/11 TIM STOCK forces/language/culture 77
  • 98. 2012 Nissan Cube CULTURE MICRO TREND CODES patterns moving toasters LANGUAGE TREND FORCES the generational meaning of cars how do you see cars differently from your parents? why? TIM STOCK 78
  • 99. Google Driverless Car 2014 CULTURE neo-urbanism mega-cities MICRO TREND CODES patterns LANGUAGE TREND FORCES safety passive MACRO TREND auto grids integrated car as personal device geo-location + artificial intelligence what happens when we stop driving? TIM STOCK 79
  • 100. source: Wired.com/Autopia future CULTURE neo-urbanism anonymous mega-cities MICRO TREND CODES patterns LANGUAGE TREND FORCES passive integrated MACRO TREND telematics insurance car as personal device geo-location + artificial intelligence seeing the transformative narrative you won’t need a driver’s license in the future TIM STOCK 80
  • 101. stories patterns acting on trend signals always factor in evolving cultural dissonance TIM STOCK MICRO TREND convenience MACRO TREND integration 81
  • 102. cars fast food education fast fashion music patterns television stories video games wearable tech museums The Future of __________ topic ideas - discussion TIM STOCK 82
  • 103. next week •an introduction to culture mapping •business case studies TIM STOCK 83
  • 104. homework •use google Ngram to test some of the language from your product boards •test out other comparisons of words/phrases as well as date ranges •post a couple of the best visualizations to your Tumblr site (email me the link) TIM STOCK 84

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