TIM STOCK 1
LECTURE TWO
Fall 2013Analyzing Trends |
Patterning Codes & Trends
scenarioDNA connecting brands to culture|
patterns
2
framing the future of _________
The Future of
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patterns patterns
3
patterns
how vs. what
past present future
trends are in motion
implies movement... in a stat...
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patterns
trends require the belief and action
of people in the context of society
BEHAVIORPERCEPTIONwhat peopl...
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patterns patterns
past present future
what I
remember
what I believe
will happen
5
patterns
the structure is cog...
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patterns
cognitive indexes
finding the best signals that tells more of the story
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patterns
weather indexes
what weather data impacts what we do and how we plan?
BEHAVIORPERCEPTION
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patterns
the waffle house index
we track the impact of weather based on what you can still
get at the Waffle Ho...
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patterns
the flu index
how can we predict outbreaks in illness before they have
become epidemics?
BEHAVIORPER...
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patterns
stock market index
what data points offer the greatest yields to plan investment?
BEHAVIORPERCEPTION
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patterns
bad indexes feed market bubbles
the value of markets rests on how we read perceptions of value
BEHAV...
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patterns
trends are stories (we must learn to read them)
what happens next? what clues are there?
BEHAVIORPER...
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patterns
motivation and action are driven forward by cognitive dynamics
what moves the story forward?
14
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patterns
plot
setting language
perspective conflict
motivation and action are driven forward by cognitive dynami...
TIM STOCKconnecting brands to culture|scenarioDNA
PHOTO: FLICKR/TIGERLILLYSHOP
15
patterns
everyday trend narratives
from ...
TIM STOCKconnecting brands to culture|scenarioDNA
PHOTO: FLICKR/TIGERLILLYSHOP
15
patterns
everyday trend narratives
from ...
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patterns
narrative dynamics/freytag’s pyramid
rising action
climax
falling action
these stories rise and fall...
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past present future
I skate to where the puck is
going to be, not where it has
been. - Wayne Gretzky
17
patterns...
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past present future
I skate to where the puck is
going to be, not where it has
been. - Wayne Gretzky
17
patterns...
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past present future
I skate to where the puck is
going to be, not where it has
been. - Wayne Gretzky
17
patterns...
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past present future
I skate to where the puck is
going to be, not where it has
been. - Wayne Gretzky
17
patterns...
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patterns patterns
18
patterns
the structure of trends
how trends emerge and sustain rests on the way forces impa...
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patterns patterns
18
patterns
the structure of trends
how trends emerge and sustain rests on the way forces impa...
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present future
caution
PERCEPTION/BEHAVIOR
TREND FORCES
19
patterns
macro trends - how trusting will we be?
mort...
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present future
caution
PERCEPTION/BEHAVIOR
shopping
the pantry
MICRO TRENDS
TREND FORCES
19
patterns
macro trend...
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present future
caution
PERCEPTION/BEHAVIOR MACRO TRENDS
new
normal
shopping
the pantry
MICRO TRENDS
TREND FORCES...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
20
patterns
analyzing generational trend dynamics
BOOMERS
MILLEN...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
20
patterns
analyzing generational trend dynamics
BOOMERS
no job...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
20
patterns
analyzing generational trend dynamics
MACRO TRENDS
h...
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MACRO TRENDS
no jobs/
high loans
healthcare
reform
MICRO TRENDS
21
patterns
expressed language as index
educatio...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
patterns
22
conditions surrounding rites of passage shape longer...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
permanent
freelance
MICRO TREND
patterns
22
conditions surroundi...
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patterns
brand communication as trend affirmation
how brands communicate in sync with evolving trend sentimen...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
25
patterns
forecasting where millennials will live?
the future ...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
MACRO TRENDS
suburban
renewal
urban
expansion
MICRO TRENDS
25
pa...
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present future
PERCEPTION/BEHAVIOR
codes
26
patterns
forecasting future health
epidemiological data reveals the ...
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present future
PERCEPTION/BEHAVIOR
codes
26
patterns
forecasting future health
epidemiological data reveals the ...
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present future
belief + currency + influencePERCEPTION/BEHAVIOR
TREND FORCES economics + materials + technology
w...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
what
colors?
MICRO TRENDS
28
patterns
cognitive features feed cy...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES commuication?
MICRO TRENDS
29
patterns
cognitive features feed b...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
pushback
on new
technology
MICRO TRENDS
30
patterns
features tha...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
creative
involvement
MICRO TRENDS
31
patterns
features that emer...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
introspection
MICRO TRENDS
self-actualization
patterns
32
featur...
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patterns
developing viable forecast scenarios
what impact does government food bans have?
2012
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present future
belief + currency + influencePERCEPTION/BEHAVIOR
TREND FORCES obesity + government + healthcare
??...
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patterns patterns
PERCEPTION/BEHAVIOR
TREND FORCES
past present future
patterns
34
language is how we get to tre...
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patterns
trend analytics - reading and patterning signals
LANGUAGE CODES CULTURE STORY
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patterns
analytics helps better understand the
cultural dimension of the language ...
36
LANGUAGE CODES CULTURE ...
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CODES
SIGNIFIERS
LOCAL
TRANSPARENCY
CRAFT
PHYSICAL
ARTISAN
LOCAL COFFEE HOUSES LOCAL GREEN MARKETS
37
patterns
s...
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BOULANGERIES GROWLERS
38
patterns
sourcing emergent signifiers - trend codes
CODES
SIGNIFIERS
LOCAL
TRANSPARENCY...
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STARBUCKS
RETAIL
STARBUCKS
VERISMO
39
patterns
CODES
SIGNIFIERS
LOCAL
TRANSPARENCY
CRAFT
PHYSICAL
ARTISAN
TREND
...
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patterns
cultural analytics: studying patterns in language
google ngram is a tool that allows to test linguis...
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patterns
google ngram as cultural analytics
google ngram is a tool that allows to test linguistic
patterning ...
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patterns
patterns in language - victory gardens WW2
1940
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PERCEPTION/
BEHAVIOR
43
patterns
victory gardens as an ngram visualization
1939 1970
TREND
FORCES
wartime + gove...
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1969 1981
patterns
drug culture as expressed language
what trend forces correlate to the peaks in narrative?
44
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PERCEPTION/
BEHAVIOR
45
patterns
drug culture as an ngram visualization
1965 1980
TREND
FORCES
wartime + governm...
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patterns
aspiration as expressed language
47
1984 2000
language acts as a social glue for emerging kinship groups
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PERCEPTION/
BEHAVIOR
TREND
FORCES
economic boom + new urbanism
sushi
cappuccino
1985
48
patterns
trends as signi...
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made in usa
2000
PERCEPTION/
BEHAVIOR
TREND
FORCES
9/11 + new urbanism
49
patterns
trends as signifiers - bobo c...
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patterns
patterns in language - craft beer
1980
Jack McAuliffe /Albion Beer
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PERCEPTION/
BEHAVIOR
TREND
FORCES
new urbanism + globalism + coffee imports
1986 20001992
patterns
patterns in l...
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TREND
FORCES
PERCEPTION/
BEHAVIOR
patterns
52
trends as innovation - where do we invest?
how does a car company ...
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TREND
FORCES
PERCEPTION/
BEHAVIOR
patterns
52
economical
MICRO TRENDS
trends as innovation - where do we invest?...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
53
1960 Ford Falcon
patterns
micro trends shaping brand & retail...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
2002
Hummer
post-9/11
54
patterns
micro trends shaping brand & r...
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present future
PERCEPTION/BEHAVIOR
TREND FORCES
car as fallout
shelter
MICRO TREND
2002
Hummer
post-9/11
54
patt...
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PERCEPTION/
BEHAVIOR
TREND
FORCES
technology + economics + global politics
55
patterns
trends as innovation - wh...
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2012 Nissan Cube
56
patterns
generational meaning - Boomers vs. Millennials
TREND
FORCES
technology + economics ...
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TREND
FORCES
PERCEPTION/
BEHAVIOR
appliance
MICRO TREND MACRO TREND
transportpatterns
Google
Driverless Car
57
2...
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TREND
FORCES
PERCEPTION/
BEHAVIOR
MICRO TREND MACRO TREND
insurance
geo-location + artificial intelligence
car as...
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TREND
FORCES
PERCEPTION/
BEHAVIOR
transparency
technology + farming + government subsidies
eating tastes and beh...
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TREND
FORCES
PERCEPTION/
BEHAVIOR
patterns
our past “future”: technology drove behavior
60
frozen foods shaped b...
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FROZEN
PERCEPTION/
BEHAVIOR
TREND
FORCES
61
patterns
fixed / standardized clean / alive
our move to fresher food ...
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PERCEPTION/
BEHAVIOR
TREND
FORCES
62
patterns
convenience craft
where do we invest?
the evolution of food signal...
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1980
PERCEPTION/
BEHAVIOR
TREND
FORCES
technology + economics + global politics
63
patterns
convenience craft
la...
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TREND
FORCES
PERCEPTION/
BEHAVIOR
MACRO TREND
farming/retail hybridspatterns
our projected future: rewiring phys...
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•use google ngram to test some of the
language from your product boards
workshop
•post a couple of the best v...
Patterning Codes & Trends (Analyzing Trends Fall 2013)
Patterning Codes & Trends (Analyzing Trends Fall 2013)
Patterning Codes & Trends (Analyzing Trends Fall 2013)
Patterning Codes & Trends (Analyzing Trends Fall 2013)
Patterning Codes & Trends (Analyzing Trends Fall 2013)
Patterning Codes & Trends (Analyzing Trends Fall 2013)
Patterning Codes & Trends (Analyzing Trends Fall 2013)
Patterning Codes & Trends (Analyzing Trends Fall 2013)
Patterning Codes & Trends (Analyzing Trends Fall 2013)
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Patterning Codes & Trends (Analyzing Trends Fall 2013)

  1. 1. TIM STOCK 1 LECTURE TWO Fall 2013Analyzing Trends | Patterning Codes & Trends
  2. 2. scenarioDNA connecting brands to culture| patterns 2 framing the future of _________ The Future of
  3. 3. TIM STOCK patterns patterns 3 patterns how vs. what past present future trends are in motion implies movement... in a state of moving... moving where? what is moving? by what force?
  4. 4. TIM STOCK 4 patterns trends require the belief and action of people in the context of society BEHAVIORPERCEPTIONwhat people believe how they act upon that belief we need to calibrate our sight to read the patterns in the signals
  5. 5. TIM STOCK patterns patterns past present future what I remember what I believe will happen 5 patterns the structure is cognitive how perception and belief manifests as action and sustained behavior
  6. 6. TIM STOCK 6 patterns cognitive indexes finding the best signals that tells more of the story
  7. 7. TIM STOCK 7 patterns weather indexes what weather data impacts what we do and how we plan? BEHAVIORPERCEPTION
  8. 8. TIM STOCK 8 patterns the waffle house index we track the impact of weather based on what you can still get at the Waffle House BEHAVIORPERCEPTION
  9. 9. TIM STOCK 9 patterns the flu index how can we predict outbreaks in illness before they have become epidemics? BEHAVIORPERCEPTION
  10. 10. TIM STOCK 10 patterns the flu index how can we predict outbreaks in illness before they have become epidemics? BEHAVIORPERCEPTION
  11. 11. TIM STOCK 11 patterns stock market index what data points offer the greatest yields to plan investment? BEHAVIORPERCEPTION
  12. 12. TIM STOCK 12 patterns bad indexes feed market bubbles the value of markets rests on how we read perceptions of value BEHAVIORPERCEPTION
  13. 13. TIM STOCK 13 patterns trends are stories (we must learn to read them) what happens next? what clues are there? BEHAVIORPERCEPTION
  14. 14. TIM STOCK patterns motivation and action are driven forward by cognitive dynamics what moves the story forward? 14
  15. 15. TIM STOCK patterns plot setting language perspective conflict motivation and action are driven forward by cognitive dynamics what moves the story forward? 14
  16. 16. TIM STOCKconnecting brands to culture|scenarioDNA PHOTO: FLICKR/TIGERLILLYSHOP 15 patterns everyday trend narratives from how much salt to how fast... the choices we make in every category have an unconscious cultural line of sight.
  17. 17. TIM STOCKconnecting brands to culture|scenarioDNA PHOTO: FLICKR/TIGERLILLYSHOP 15 patterns everyday trend narratives from how much salt to how fast... the choices we make in every category have an unconscious cultural line of sight. plot setting language perspective conflict
  18. 18. TIM STOCK 16 patterns narrative dynamics/freytag’s pyramid rising action climax falling action these stories rise and fall as social dynamics shift exposition denouement image: @glennharper
  19. 19. TIM STOCK past present future I skate to where the puck is going to be, not where it has been. - Wayne Gretzky 17 patterns the physics of trends understanding what will drive where things will be
  20. 20. TIM STOCK past present future I skate to where the puck is going to be, not where it has been. - Wayne Gretzky 17 patterns the physics of trends THE ICE the conditions that define the physics of response understanding what will drive where things will be
  21. 21. TIM STOCK past present future I skate to where the puck is going to be, not where it has been. - Wayne Gretzky 17 patterns the physics of trends THE ICE the conditions that define the physics of response THE HIT how we percieve conditions and behave understanding what will drive where things will be
  22. 22. TIM STOCK past present future I skate to where the puck is going to be, not where it has been. - Wayne Gretzky 17 patterns the physics of trends THE ICE the conditions that define the physics of response THE HIT how we percieve conditions and behave THE PATH where the puck will be understanding what will drive where things will be
  23. 23. TIM STOCK patterns patterns 18 patterns the structure of trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. culture / expression / influencePERCEPTION/BEHAVIOR TREND FORCES technology + government + society past present future
  24. 24. TIM STOCK patterns patterns 18 patterns the structure of trends how trends emerge and sustain rests on the way forces impact real human scenarios and shift behavior. culture / expression / influencePERCEPTION/BEHAVIOR TREND FORCES technology + government + society past present future MACRO TRENDS sustainedcyclical MICRO TRENDS historical PAST TRENDS
  25. 25. TIM STOCK present future caution PERCEPTION/BEHAVIOR TREND FORCES 19 patterns macro trends - how trusting will we be? mortgage bubble unemployment 2008
  26. 26. TIM STOCK present future caution PERCEPTION/BEHAVIOR shopping the pantry MICRO TRENDS TREND FORCES 19 patterns macro trends - how trusting will we be? mortgage bubble unemployment 2008
  27. 27. TIM STOCK present future caution PERCEPTION/BEHAVIOR MACRO TRENDS new normal shopping the pantry MICRO TRENDS TREND FORCES 19 patterns macro trends - how trusting will we be? mortgage bubble unemployment 2008
  28. 28. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES 20 patterns analyzing generational trend dynamics BOOMERS MILLENNIALS millennials and baby boomers are interlinked in how the future is defined expectation/ aspiration role of government public resources
  29. 29. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES 20 patterns analyzing generational trend dynamics BOOMERS no jobs/ high loans MICRO TRENDS retirement bankruptcy/ living longer MILLENNIALS millennials and baby boomers are interlinked in how the future is defined expectation/ aspiration role of government public resources
  30. 30. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES 20 patterns analyzing generational trend dynamics MACRO TRENDS healthcare reform education reform BOOMERS no jobs/ high loans MICRO TRENDS retirement bankruptcy/ living longer MILLENNIALS millennials and baby boomers are interlinked in how the future is defined expectation/ aspiration role of government public resources
  31. 31. TIM STOCK MACRO TRENDS no jobs/ high loans healthcare reform MICRO TRENDS 21 patterns expressed language as index education reform TEA PARTY retirement bankruptcy/ living longer OCCUPY occupy vs. tea party PERCEPTION/BEHAVIOR TREND FORCES present future expectation/ aspiration role of government public resources
  32. 32. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES patterns 22 conditions surrounding rites of passage shape longer term outlook what is the future of work? shifts in expectation demographics education
  33. 33. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES permanent freelance MICRO TREND patterns 22 conditions surrounding rites of passage shape longer term outlook what is the future of work? entrepren eurship MACRO TREND shifts in expectation demographics education
  34. 34. TIM STOCK 23 patterns brand communication as trend affirmation how brands communicate in sync with evolving trend sentiment is critical PERCEPTION/ BEHAVIOR TREND FORCES technology + economics + global politics “stylish” economic growth 2006
  35. 35. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES 25 patterns forecasting where millennials will live? the future prediction relies on evolving perceptions of livability what is livable? urban renewal recession
  36. 36. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES urban expansion MICRO TRENDS 25 patterns forecasting where millennials will live? the future prediction relies on evolving perceptions of livability what is livable? urban renewal recession
  37. 37. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES MACRO TRENDS suburban renewal urban expansion MICRO TRENDS 25 patterns forecasting where millennials will live? the future prediction relies on evolving perceptions of livability what is livable? urban renewal recession
  38. 38. TIM STOCK present future PERCEPTION/BEHAVIOR codes 26 patterns forecasting future health epidemiological data reveals the impact of cheaper high caloric foods and shifts in living patterns TREND FORCES rewing eating behavior cheap foods emerging markets
  39. 39. TIM STOCK present future PERCEPTION/BEHAVIOR codes 26 patterns forecasting future health epidemiological data reveals the impact of cheaper high caloric foods and shifts in living patterns TREND FORCES obesity rates MICRO TRENDS rewing eating behavior cheap foods emerging markets
  40. 40. TIM STOCK present future PERCEPTION/BEHAVIOR codes 26 patterns forecasting future health epidemiological data reveals the impact of cheaper high caloric foods and shifts in living patterns TREND FORCES MACRO TRENDS health care costs obesity rates MICRO TRENDS rewing eating behavior cheap foods emerging markets
  41. 41. TIM STOCK present future belief + currency + influencePERCEPTION/BEHAVIOR TREND FORCES economics + materials + technology what will sell? MICRO TRENDS 27 patterns forecasting near term - cyclical consumption micro trends are expressions of response to contextual shifts
  42. 42. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES what colors? MICRO TRENDS 28 patterns cognitive features feed cyclical consumption
  43. 43. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES commuication? MICRO TRENDS 29 patterns cognitive features feed brand stories features?
  44. 44. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES pushback on new technology MICRO TRENDS 30 patterns features that emerge as codes - vinyl records how we read emerging trends and their adoption helps forecasting
  45. 45. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES creative involvement MICRO TRENDS 31 patterns features that emerge as codes - DIY fashion sourcing other trend signals that share similar codes
  46. 46. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES introspection MICRO TRENDS self-actualization patterns 32 features that emerge as codes - relaxation foods even fads offer insight into behavioral shifts
  47. 47. TIM STOCK 33 patterns developing viable forecast scenarios what impact does government food bans have? 2012
  48. 48. TIM STOCK present future belief + currency + influencePERCEPTION/BEHAVIOR TREND FORCES obesity + government + healthcare ??? MICRO TRENDS MACRO TRENDS ??? 33 patterns developing viable forecast scenarios what impact does government food bans have? 2012
  49. 49. TIM STOCK patterns patterns PERCEPTION/BEHAVIOR TREND FORCES past present future patterns 34 language is how we get to trends understanding how language evolves in context is critical to transformative consumer intelligence
  50. 50. TIM STOCK 35 patterns trend analytics - reading and patterning signals LANGUAGE CODES CULTURE STORY
  51. 51. TIM STOCK patterns analytics helps better understand the cultural dimension of the language ... 36 LANGUAGE CODES CULTURE STORY
  52. 52. TIM STOCK CODES SIGNIFIERS LOCAL TRANSPARENCY CRAFT PHYSICAL ARTISAN LOCAL COFFEE HOUSES LOCAL GREEN MARKETS 37 patterns sourcing emergent signifiers - trend codes TREND FORCES PERCEPTION / BEHAVIOR
  53. 53. TIM STOCK BOULANGERIES GROWLERS 38 patterns sourcing emergent signifiers - trend codes CODES SIGNIFIERS LOCAL TRANSPARENCY CRAFT PHYSICAL ARTISAN TREND FORCES PERCEPTION / BEHAVIOR
  54. 54. TIM STOCK STARBUCKS RETAIL STARBUCKS VERISMO 39 patterns CODES SIGNIFIERS LOCAL TRANSPARENCY CRAFT PHYSICAL ARTISAN TREND FORCES PERCEPTION / BEHAVIOR trend codes and brand architecture - Starbucks
  55. 55. TIM STOCK 40 patterns cultural analytics: studying patterns in language google ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts
  56. 56. TIM STOCK 41 patterns google ngram as cultural analytics google ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts
  57. 57. TIM STOCK 42 patterns patterns in language - victory gardens WW2 1940
  58. 58. TIM STOCK PERCEPTION/ BEHAVIOR 43 patterns victory gardens as an ngram visualization 1939 1970 TREND FORCES wartime + government + patriotism counter culture + recession austerity sustainability
  59. 59. TIM STOCK 1969 1981 patterns drug culture as expressed language what trend forces correlate to the peaks in narrative? 44
  60. 60. TIM STOCK PERCEPTION/ BEHAVIOR 45 patterns drug culture as an ngram visualization 1965 1980 TREND FORCES wartime + government + patriotism counter culture + recession rebellion + rites of passage + status status rebellion
  61. 61. TIM STOCK 46 patterns patterns in language - aspiration culture 1984
  62. 62. TIM STOCK patterns aspiration as expressed language 47 1984 2000 language acts as a social glue for emerging kinship groups
  63. 63. TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES economic boom + new urbanism sushi cappuccino 1985 48 patterns trends as signifiers - yuppie culture status + fraternity + rank
  64. 64. TIM STOCK made in usa 2000 PERCEPTION/ BEHAVIOR TREND FORCES 9/11 + new urbanism 49 patterns trends as signifiers - bobo culture guilt + process + local
  65. 65. TIM STOCK 50 patterns patterns in language - craft beer 1980 Jack McAuliffe /Albion Beer
  66. 66. TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES new urbanism + globalism + coffee imports 1986 20001992 patterns patterns in language - craft beer 51 trade up local home brew craft mainstreamingcult taste
  67. 67. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR patterns 52 trends as innovation - where do we invest? how does a car company leverage trends? what is the meaning of the car? 2013 why do I need a car? technology fuel costs urban planning
  68. 68. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR patterns 52 economical MICRO TRENDS trends as innovation - where do we invest? how does a car company leverage trends? what is the meaning of the car? 2013 why do I need a car? technology fuel costs urban planning
  69. 69. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR patterns 52 economical MICRO TRENDS appliance MACRO TRENDS trends as innovation - where do we invest? how does a car company leverage trends? what is the meaning of the car? 2013 why do I need a car? technology fuel costs urban planning
  70. 70. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES 53 1960 Ford Falcon patterns micro trends shaping brand & retail communication I drive everywhere cheap materials suburbia abundant oil
  71. 71. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES second car MICRO TREND 53 1960 Ford Falcon patterns micro trends shaping brand & retail communication I drive everywhere cheap materials suburbia abundant oil
  72. 72. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES 2002 Hummer post-9/11 54 patterns micro trends shaping brand & retail communication why do I need a car? 9/11 militarism emergency preparedness
  73. 73. TIM STOCK present future PERCEPTION/BEHAVIOR TREND FORCES car as fallout shelter MICRO TREND 2002 Hummer post-9/11 54 patterns micro trends shaping brand & retail communication why do I need a car? 9/11 militarism emergency preparedness
  74. 74. TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES technology + economics + global politics 55 patterns trends as innovation - where do we invest? more flexible vehicles car as appliance freedom utility 1980 electric car the viability depends on how well we read the evolving dynamics
  75. 75. TIM STOCK 2012 Nissan Cube 56 patterns generational meaning - Boomers vs. Millennials TREND FORCES technology + economics + global politics PERCEPTION /BEHAVIOR Boomers Millennials(freedom) (utility)
  76. 76. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR appliance MICRO TREND MACRO TREND transportpatterns Google Driverless Car 57 2013 geo-location + artificial intelligence car as utility the car evolves into a wired appliance forecasting future meaning - trend dynamics
  77. 77. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR MICRO TREND MACRO TREND insurance geo-location + artificial intelligence car as utility source: Wired.com/Autopia 58 patterns you won’t need a driver’s license in the future forecasting future meaning - trend dynamics telematics future
  78. 78. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR transparency technology + farming + government subsidies eating tastes and behavior quantity 59 patterns quality past present future trends as innovation: how will we buy food? what trend forces are likely to impact future patterns?
  79. 79. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR patterns our past “future”: technology drove behavior 60 frozen foods shaped behavior towards quantity and convenience 1960 technology rewires meaning appliances suburbia globalism
  80. 80. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR patterns our past “future”: technology drove behavior 60 frozen foods shaped behavior towards quantity and convenience 1960 MICRO TRENDS quantity food science technology rewires meaning appliances suburbia globalism
  81. 81. TIM STOCK FROZEN PERCEPTION/ BEHAVIOR TREND FORCES 61 patterns fixed / standardized clean / alive our move to fresher food placed new demands on frozen food shifts in perception reframe older technologies 1960 2013 FRESH fixed FRESH technology + economics + global politics
  82. 82. TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES 62 patterns convenience craft where do we invest? the evolution of food signals FROZEN FRESH1960 2013 technology + economics + global politics
  83. 83. TIM STOCK 1980 PERCEPTION/ BEHAVIOR TREND FORCES technology + economics + global politics 63 patterns convenience craft language reveals the point that culture begins to change course tracking inflection points
  84. 84. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR MACRO TREND farming/retail hybridspatterns our projected future: rewiring physical connection 64 the meaning of food is shaped by our access to it future
  85. 85. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR MACRO TREND farming/retail hybridspatterns our projected future: rewiring physical connection 64 the meaning of food is shaped by our access to it future I trust food I see grown production fuel costs sustainability
  86. 86. TIM STOCK 65 •use google ngram to test some of the language from your product boards workshop •post a couple of the best visualizations to your Tumblr site

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