analyzing trends | parsons the new school for designTHE BUSINESS OFINSIGHTS                               1               ...
i run an insightcompany                   2   TIM STOCK
NEW YORK CITYMEXICO CITYour                    new york city | mexico citylocations                          3            ...
UNITED KINGDOM                BELGIUM                FRANCE                SWEDENCANADA          SWITZERLANDUNITED STATES ...
image: by victoriapeckhamwe study   why people do what they doculture              5                           TIM STOCK
image: by sjcockellwe also study   how humans access meaningnetworks                  6                  TIM STOCK
culture is       WHY ARE CITY PEOPLEcomplex          DRESSING LIKE THE AMISH?             7                          TIM S...
near term future                  long term futurewe help companies             THROUGH DEEP INSIGHTS ANDinnovate via cult...
a layered toolkit       BECAUSE YOU CAN ’ T ASKacross multiple         PEOPLE WHAT THEY WANTsolution domains              ...
an updated approach to how researchintegrates with business strategy                   10            TIM STOCK
we are map   WE HELP CLIENTS MAP AND             SYNCHRONIZE WITH CULTUREmakers             12                         TIM...
COLLECTIVE                                                                y axis                       z axis             ...
COLLECTIVE     ANALYTIC                                      EXPRESSIVE                    COUNTERplotting culture        ...
signals migrate in        STRUCTURING THE DATA VIA CULTURE                          MAPPING REVEALS LINGUISTICsmall networ...
open data                     closed data                                 speeches                                 magazin...
CHALLENGE                                  brand portfolio                                  positioning in a              ...
semiotic coding                  recreation           utilityBRAND AND PORTFOLIO POSITIONINGThe Meaning of Bicycles in Nor...
COLLECTIVEculture mapping                                                     Archetype                                   ...
anthropologyBRAND AND PORTFOLIO POSITIONINGThe Meaning of Bicycles in North America                                  20   ...
CHALLENGE fuel product innovation for a portfolio of brandsPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in Nor...
semiotic coding                   knowledge                simplicityPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Cl...
FOLLOWERSculture mapping                              Archetype A                   Archetype B      UNCOMPLICATED        ...
field ethnographyPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in North America                                ...
product ideation sessionsPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in North America                        ...
mapping product concepts          FOLLOWERS            AVOIDANCE                           COMPLEX                        ...
CHALLENGE reveal evolving perception and inform design and service strategyPRODUCT PERCEPTION AND SERVICE DESIGNThe Meanin...
semiotic coding                 appearance             usePRODUCT PERCEPTION AND SERVICE DESIGNThe Meaning of Kitchens in ...
culture mapping                                      HIGH USE                                    Archetype A              ...
perception and gesture analysisPRODUCT PERCEPTION AND SERVICE DESIGNThe Meaning of Kitchens in North America              ...
CHALLENGE    reveal how American    fast food can be relevant    with Latinos in the    United StatesCULTURAL AND PERCEPTI...
semiotic coding                     quantity           qualityCULTURAL AND PERCEPTION ANALYSISThe Meaning of Fast Food for...
CHALLENGE position the brand within a noisy category and synchronize creative to emerging trendsBRAND POSITIONING AND CREA...
semiotic coding                       focus         sensationBRAND POSITIONING AND CREATIVE IDEATIONThe Global Meaning of ...
category and package analysis                             introduced to the global market 1979          1879       1870   ...
generational analysis                                          BADGE                MY WAY                                ...
linguistic mappingBRAND POSITIONING AND CREATIVE IDEATIONThe Global Meaning of Vodka                                    37...
CHALLENGE  uncover the shifting  perception of travel for  baby boomersBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning ...
semiotic coding                     control             freedomBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Trave...
CHALLENGE                                   how can a major mobile                                   carrier evolve its   ...
demographic analysis         27%                           65%                                             2%      lower c...
semiotic coding                   aspiration             functionBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Mob...
trend analysisBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Mobile in Mexico                                    43...
linguistic analysisLINGUISTIC ANALYSIS OF PUBLIC SPEECHESBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Mobile in M...
CHALLENGE   help a global FMCG   portfolio synchronize   brands to country codes   in Asia, Europe and South   AmericaBRAN...
culture mapping                           PROGRESSIVE                         London                            Paris     ...
gesture mappingBRAND PERCEPTION AND COMMUNICATIONThe Global Codes of Indulgence & Progress                                ...
linguistic analysis  WORD CLOUD                     KEYWORDS / SIGNIFIERSRUSSIABRAND PERCEPTION AND COMMUNICATIONThe Globa...
packaging analysisRUSSIABRAND PERCEPTION AND COMMUNICATIONThe Global Codes of Indulgence & Progress                       ...
trend analysisBRAND PERCEPTION AND COMMUNICATIONThe Global Codes of Indulgence & Progress                                 ...
CHALLENGE   develop a focus for what   the true meaning of the   brand can be as   technology evolves   beyond phonesBRAND...
semiotic codingBRAND PERCEPTION AND COMMUNICATIONThe Meaning of a Mobile Network                                 52   TIM ...
CHALLENGE   build the creative   framework for a new   brand launchCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of ...
field ethnography and roundtablesCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of Small Business                    ...
culture mapping                                      GAMERS                                                 SURFERSHACKERS...
creative framingCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of Small Business                                 56  ...
creative communicationCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of Small Business                               ...
next week classProduct Board Presentations                    58                              TIM STOCK
The Business of insights
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The Business of insights

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The Business of insights

  1. 1. analyzing trends | parsons the new school for designTHE BUSINESS OFINSIGHTS 1 TIM STOCK
  2. 2. i run an insightcompany 2 TIM STOCK
  3. 3. NEW YORK CITYMEXICO CITYour new york city | mexico citylocations 3 TIM STOCK
  4. 4. UNITED KINGDOM BELGIUM FRANCE SWEDENCANADA SWITZERLANDUNITED STATES RUSSIAMEXICOBRAZIL SAUDI ARABIA INDONESIA SOUTH KOREA JAPAN we work countries in which we’ve worked globally 4 TIM STOCK
  5. 5. image: by victoriapeckhamwe study why people do what they doculture 5 TIM STOCK
  6. 6. image: by sjcockellwe also study how humans access meaningnetworks 6 TIM STOCK
  7. 7. culture is WHY ARE CITY PEOPLEcomplex DRESSING LIKE THE AMISH? 7 TIM STOCK
  8. 8. near term future long term futurewe help companies THROUGH DEEP INSIGHTS ANDinnovate via culture STRUCTURED INTELLIGENCE 8 TIM STOCK
  9. 9. a layered toolkit BECAUSE YOU CAN ’ T ASKacross multiple PEOPLE WHAT THEY WANTsolution domains 9 TIM STOCK
  10. 10. an updated approach to how researchintegrates with business strategy 10 TIM STOCK
  11. 11. SIGNALSinnovation is a UNDERSTANDING THE SIGNALSmating game EMBEDDED IN CULTURE 11 TIM STOCK
  12. 12. we are map WE HELP CLIENTS MAP AND SYNCHRONIZE WITH CULTUREmakers 12 TIM STOCK
  13. 13. COLLECTIVE y axis z axis relationship to society relationship to time ANALYTIC EXPRESSIVEpublished in the 2009 edition of x axisthe standard textbook onConsumer Behavior relationship to self COUNTER culture mapping as THIS BEHAVIORAL MATRIX ALLOWS US TO PLOT SMALL NETWORKS structural model AND PATTERN THEIR ONGOING RELATIONSHIPS 13 TIM STOCK
  14. 14. COLLECTIVE ANALYTIC EXPRESSIVE COUNTERplotting culture THE MICRO FACTORIES OF MEANINGnetworks... 14 TIM STOCK
  15. 15. signals migrate in STRUCTURING THE DATA VIA CULTURE MAPPING REVEALS LINGUISTICsmall networks SIGNATURES AND PATTERNS 15 TIM STOCK
  16. 16. open data closed data speeches magazines niche zines field researchcultural CUSTOM LINGUISTIC AND PERCEPTUAL ANALYSIS OF SOCIALanalytics NETWORKS AND CLOSED DATA SETS 16 TIM STOCK
  17. 17. CHALLENGE brand portfolio positioning in a shifting categoryBRAND AND PORTFOLIO POSITIONINGThe Meaning of Bicycles in North America 17 TIM STOCK
  18. 18. semiotic coding recreation utilityBRAND AND PORTFOLIO POSITIONINGThe Meaning of Bicycles in North America 18 TIM STOCK
  19. 19. COLLECTIVEculture mapping Archetype Archetype subcultures subcultures SOBER SENSORIAL Archetype Archetype subcultures subcultures COUNTERBRAND AND PORTFOLIO POSITIONINGThe Meaning of Bicycles in North America 19 TIM STOCK
  20. 20. anthropologyBRAND AND PORTFOLIO POSITIONINGThe Meaning of Bicycles in North America 20 TIM STOCK
  21. 21. CHALLENGE fuel product innovation for a portfolio of brandsPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in North America 21 TIM STOCK
  22. 22. semiotic coding knowledge simplicityPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in North America 22 TIM STOCK
  23. 23. FOLLOWERSculture mapping Archetype A Archetype B UNCOMPLICATED COMPLEX ARCHETYPES x axis SIMPLICITY Archetype C Archetype D CODES y axis We study real people and map archetyp KNOWLEDGE how trends are working in the culture CONTROLLERSPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in North America 23 TIM STOCK
  24. 24. field ethnographyPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in North America 24 TIM STOCK
  25. 25. product ideation sessionsPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in North America 25 TIM STOCK
  26. 26. mapping product concepts FOLLOWERS AVOIDANCE COMPLEX CONTROLLERSPRODUCT INNOVATION & DESIGN IDEATIONThe Meaning of Clean in North America 26 TIM STOCK
  27. 27. CHALLENGE reveal evolving perception and inform design and service strategyPRODUCT PERCEPTION AND SERVICE DESIGNThe Meaning of Kitchens in North America 27 TIM STOCK
  28. 28. semiotic coding appearance usePRODUCT PERCEPTION AND SERVICE DESIGNThe Meaning of Kitchens in North America 28 TIM STOCK
  29. 29. culture mapping HIGH USE Archetype A Archetype B UNIMPORTANT IMPORTANT APPEARANCE x axis y axis status quo Archetype C CODES USE LOW USEPRODUCT PERCEPTION AND SERVICE DESIGNThe Meaning of Kitchens in North America 29 TIM STOCK
  30. 30. perception and gesture analysisPRODUCT PERCEPTION AND SERVICE DESIGNThe Meaning of Kitchens in North America 30 TIM STOCK
  31. 31. CHALLENGE reveal how American fast food can be relevant with Latinos in the United StatesCULTURAL AND PERCEPTION ANALYSISThe Meaning of Fast Food for Latinos in North America 31 TIM STOCK
  32. 32. semiotic coding quantity qualityCULTURAL AND PERCEPTION ANALYSISThe Meaning of Fast Food for Latinos in North America 32 TIM STOCK
  33. 33. CHALLENGE position the brand within a noisy category and synchronize creative to emerging trendsBRAND POSITIONING AND CREATIVE IDEATIONThe Global Meaning of Vodka 33 TIM STOCK
  34. 34. semiotic coding focus sensationBRAND POSITIONING AND CREATIVE IDEATIONThe Global Meaning of Vodka 34 TIM STOCK
  35. 35. category and package analysis introduced to the global market 1979 1879 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 2020BRAND POSITIONING AND CREATIVE IDEATIONThe Global Meaning of Vodka 35 TIM STOCK
  36. 36. generational analysis BADGE MY WAY RITUALLUBRICANTBRAND POSITIONING AND CREATIVE IDEATIONThe Global Meaning of Vodka 36 TIM STOCK
  37. 37. linguistic mappingBRAND POSITIONING AND CREATIVE IDEATIONThe Global Meaning of Vodka 37 TIM STOCK
  38. 38. CHALLENGE uncover the shifting perception of travel for baby boomersBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Travel for Baby Boomers 38 TIM STOCK
  39. 39. semiotic coding control freedomBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Travel for Baby Boomers 39 TIM STOCK
  40. 40. CHALLENGE how can a major mobile carrier evolve its product, service and communication in a highly dynamic and growing marketplaceBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Mobile in Mexico 40 TIM STOCK
  41. 41. demographic analysis 27% 65% 2% lower class middle class upper classBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Mobile in Mexico 41 TIM STOCK
  42. 42. semiotic coding aspiration functionBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Mobile in Mexico 42 TIM STOCK
  43. 43. trend analysisBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Mobile in Mexico 43 TIM STOCK
  44. 44. linguistic analysisLINGUISTIC ANALYSIS OF PUBLIC SPEECHESBRAND POSITIONING AND CREATIVE IDEATIONThe Meaning of Mobile in Mexico 44 TIM STOCK
  45. 45. CHALLENGE help a global FMCG portfolio synchronize brands to country codes in Asia, Europe and South AmericaBRAND POSITIONING AND GLOBAL CREATIVE STRATEGYThe Global Codes of Indulgence & Progress 45 TIM STOCK
  46. 46. culture mapping PROGRESSIVE London Paris São Paulo ANALYTIC EXPRESSIVE St. Petersburg Jeddah Seoul STATICBRAND PERCEPTION AND COMMUNICATIONThe Global Codes of Indulgence & Progress 46 TIM STOCK
  47. 47. gesture mappingBRAND PERCEPTION AND COMMUNICATIONThe Global Codes of Indulgence & Progress 47 TIM STOCK
  48. 48. linguistic analysis WORD CLOUD KEYWORDS / SIGNIFIERSRUSSIABRAND PERCEPTION AND COMMUNICATIONThe Global Codes of Indulgence & Progress 48 TIM STOCK
  49. 49. packaging analysisRUSSIABRAND PERCEPTION AND COMMUNICATIONThe Global Codes of Indulgence & Progress 49 TIM STOCK
  50. 50. trend analysisBRAND PERCEPTION AND COMMUNICATIONThe Global Codes of Indulgence & Progress 50 TIM STOCK
  51. 51. CHALLENGE develop a focus for what the true meaning of the brand can be as technology evolves beyond phonesBRAND PERCEPTION AND COMMUNICATIONThe Meaning of a Mobile Network 51 TIM STOCK
  52. 52. semiotic codingBRAND PERCEPTION AND COMMUNICATIONThe Meaning of a Mobile Network 52 TIM STOCK
  53. 53. CHALLENGE build the creative framework for a new brand launchCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of Small Business 53 TIM STOCK
  54. 54. field ethnography and roundtablesCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of Small Business 54 TIM STOCK
  55. 55. culture mapping GAMERS SURFERSHACKERSCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of Small Business 55 TIM STOCK
  56. 56. creative framingCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of Small Business 56 TIM STOCK
  57. 57. creative communicationCATEGORY PERCEPTION AND NEW BRAND LAUNCHThe Meaning of Small Business 57 TIM STOCK
  58. 58. next week classProduct Board Presentations 58 TIM STOCK

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