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[SIS] Observing and Analyzing Signals
 

[SIS] Observing and Analyzing Signals

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Lecture in Strategic Design & Management Summer Intensive at Parsons the New School for Design Summer 2014 http://parsons-sis2014.tumblr.com

Lecture in Strategic Design & Management Summer Intensive at Parsons the New School for Design Summer 2014 http://parsons-sis2014.tumblr.com

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  • Tim, I loved this presentation! Brilliant as always! You have some really nice moments in it on the deductive vs. inductive approach (trying to fit life into boxes vs. perceiving it as it is) and especially the perception vs. behavior research paradox, which I've spent a whole morning on trying to explain it to my new team! ;)
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    [SIS] Observing and Analyzing Signals [SIS] Observing and Analyzing Signals Presentation Transcript

    • TIM STOCK SUMMER 2014 observing and analyzing signals 1 Strategic Design & Management Summer 2014
    • TIM STOCK SUMMER 2014 2 research makes choices understanding how choice can potentially distort insight
    • TIM STOCK SUMMER 2014 the researcher’s role understanding our position to the action is critical empathy awareness patience
    • TIM STOCK SUMMER 2014 4 what would she buy? are we seeing the full dynamics shaping her decisions?
    • TIM STOCK SUMMER 2014 5 motive trendstory the structure of consumer behavior
    • TIM STOCK SUMMER 2014 we make cognitive maps the choices we make are shaped by these maps
    • TIM STOCK SUMMER 2014 IDEO research seeks to discover how that works not a set of answers...but mechanics on things
    • TIM STOCK SUMMER 2014 8 the root of all quant is qual numbers can give us a false sense of assurance quantitative vs. qualitative use methods for what they do best
    • TIM STOCK SUMMER 2014 Ethnographic research originates from ethnology and sociology. Using observation and exploration, it aims to investigate the material and symbolic semantic view of social sub-groups. The crucial question is: how do individuals and social groups organize particular aspects of their lives based on their sociocultural, ethical, economic and technical background? Ethnography describes the whole environment that influences human behavior, thus making it possible to obtain integrated answers to fundamental questions with regard to usage, preferences, attitudes and motives and all underlying factors. what is ethnography?
    • TIM STOCK SUMMER 2014 what’s in your fridge? 10 learning to read the language of what we buy and use
    • TIM STOCK SUMMER 2014 11 exercise: what’s in your bag? choose ONE ITEM you have on you that best defines you. why?
    • TIM STOCK SUMMER 2014 12 what do these products say about our broader perspective as people what’s in your medicine cabinet?
    • TIM STOCK SUMMER 2014 language fuses with ritual 13 and ritual shapes identity
    • TIM STOCK SUMMER 2014 14 what if you unpacked the language in these packages? the language of your medicine cabinet
    • TIM STOCK SUMMER 2014 15 avoiding bias often research finds methods designed for a desired outcome
    • TIM STOCK SUMMER 2014 bias can creep in at every point in the process IMAGE: Adaptive Path who is chosen to participate SUBJECT where the research is conducted CONTEXT what form of data do you get OUTPUT who analyzes the data ANALYZE how the data is presented SHARE what mode of research is used METHOD know the process to get the best insights
    • TIM STOCK SUMMER 2014 focus group research 17 how might bias emerge in this kind of research?
    • TIM STOCK SUMMER 2014 in home ethnography how might bias emerge in this kind of research? 18
    • TIM STOCK SUMMER 2014 consider reality shows the relationship between real and what we direct as real 19
    • TIM STOCK SUMMER 2014 methods that reveal hidden truths observing & reading opportunities for disruption 20 observe ask
    • TIM STOCK SUMMER 2014 What research plan could we develop? strategic brief: changing rooms how would you learn how to improve the experience?
    • TIM STOCK SUMMER 2014 an inductive approach to research allows us to see much more deductive inductive deductive vs. inductive reasoning
    • connecting brands to culture| deductive vs. inductive reasoning rules vs. dynamics 23 IMAGE: SHERLOCK HOLMES (2009) scenarioDNA
    • TIM STOCK SUMMER 2014 embrace an inductive process be aware specific signals and patterns over time 24
    • TIM STOCK SUMMER 2014 25 methods that match human scenarios we need to learn to leverage more passive means of gaining insight
    • TIM STOCK SUMMER 2014 26 we are expressive beings research must become aware of this new framework of data
    • TIM STOCK SUMMER 2014 27 consider SELFIES selfie noun, informal (also selfy; plural selfies) a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website --Oxford Dictionary (November 19, 2013)
    • scenarioDNA connecting ideas to culture| selfie or self-portrait, the act takes work lighting, filter, duck face, angle or app, it’s about controlling the image. 28 de Goya, “Self-portrait in Studio,” (1790–95) 5 years 5 seconds Huawei’s P6 Ascend features beauty mode. http://www.theinquirer.net/inquirer/review/2285746/huawei-ascend-p6-review/page/3
    • scenarioDNA connecting ideas to culture| analyzing visual language 29 who’s sharing? where sharing? who is tagged? hashtags? caption? lighting? camera presence? gaze. at camera? screen? elsewhere? location? background? text in frame? who’s in the shot? who’s not in the shot? who’s front and center? what are they wearing? tilt of head? position of arm? eye squinch? smile/pout?
    • scenarioDNA connecting ideas to culture| Lena Dunham, front-facing camera one person, two selfies, world of difference look at my moment in time vs. see what I am seeing 30 Lena Dunham, reflected expressive self-reflective
    • TIM STOCK SUMMER 2014 research should empower change observing & reading opportunities for disruption 31
    • TIM STOCK SUMMER 2014 past present future patterns patterns 32 behavior evolves over time we need methods that uncover patterns that reveal insight
    • TIM STOCK SUMMER 2014 consumer brand innovation is a mating game we need to synchronize with cultural signals and conspire in future stories 33 signals
    • TIM STOCK SUMMER 2014 34 everyday signals what will the response be? does everyone respond the same?
    • TIM STOCK SUMMER 2014 fashion signals 35 what methods can we use to read what happens next?
    • TIM STOCK SUMMER 2014 color signals 36 the relationship between design and cultural zeitgeist
    • TIM STOCK SUMMER 2014 fashion signals 37 what methods can we use to read what happens next?
    • TIM STOCK SUMMER 2014 food signals 38 what foods do we see emerging in culture?
    • TIM STOCK SUMMER 2014 INNOVATION from signal to story... synchronizing brands for purpose and sustainability 39 BRAND ARCHITECTURE storiessignals innovation is a mating game
    • TIM STOCK SUMMER 2014 finding the codes of culture 40
    • TIM STOCK SUMMER 2014 PERCEPTIONS BEHAVIOR 41 the mechanics of consumer behavior we are not alone
    • TIM STOCK SUMMER 2014 FISSION-FUSION the nature of the main parent group can fracture into smaller stable subgroups to adapt to environmental or social circumstances. Aa b c de 42 social groups are kinetic the true power of social groups is in how language is shared, cultivated and results in new cultural phenomenon.
    • TIM STOCK SUMMER 2014 43 signals migrate in small networks structuring the data via culture mapping reveals linguistic signatures and patterns
    • TIM STOCK SUMMER 2014 44 culture is the product what are the codes? PERCEPTIONS BEHAVIORcode
    • TIM STOCK SUMMER 2014 45 why did the mini skirt catch on? 1964 code? cultural observation
    • TIM STOCK SUMMER 2014 46 what do we trust to feed our babies? 1960 cultural observation code?
    • TIM STOCK SUMMER 2014 47 organic food dominates grocery shelves today - how did we get to this point? is it sustainable? cultural observation code?
    • TIM STOCK SUMMER 2014 48 Mexican Coca Cola has a new cult following in the US cultural observation code?
    • TIM STOCK SUMMER 2014 49 what is driving people to detoxing?cultural observation code?
    • TIM STOCK SUMMER 2014 50 how do we sell dog food?cultural observation code?
    • TIM STOCK SUMMER 2014 51 why have men stopped shaving?cultural observation code?
    • TIM STOCK SUMMER 2014 52 what is driving a renewed interest in vinyl records? code? cultural observation
    • TIM STOCK SUMMER 2014 53 what is the meaning of cars today? code? cultural observation
    • TIM STOCK SUMMER 2014 54 how do you sell a luxury car? cultural observation code?
    • TIM STOCK SUMMER 2014 consumer brand innovation is a mating game we need to synchronize with cultural signals and conspire in future stories 55 signals
    • TIM STOCK SUMMER 2014 56 Keihl’s is a story in grassroots cultural innovation the best brands don’t advertise (why?)
    • TIM STOCK SUMMER 2014 57 Huy Fong Food’s Sriracha Sauce the best brands don’t advertise
    • TIM STOCK SUMMER 2014 brand architecture 58 Coca-Cola bought Honest Tea in 2011
    • TIM STOCK SUMMER 2014 59 the best insights come from tracking data over time. avoid the bellyflop
    • TIM STOCK SUMMER 2014 60 session recap know your place in the action develop methods that reduce bias learn what people do over what they say understand the behavior in context of culture gain awareness of brands that are getting it right
    • TIM STOCK SUMMER 2014 afternoon break my lunch suggestions for the day Pizza Vinotecca Cevich both on East 15th Street Between 5th avenue and Union Square