The Intimacy of Data (MRMW 2012)

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Market Research in the Mobile World 2012 in CIncinnati

Market Research in the Mobile World 2012 in CIncinnati

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  • 1. scenarioDNA THE INTIMACY OF DATA MARKET RESEARCH IN THE MOBILE WORLD 2012 Cincinnati, July 19th 2012 PHOTO: JOSÉMARÍA VIA FLICKR (ALL RIGHTS RESERVED)scenarioDNA | connecting brands to culture 1
  • 2. @timstock i run an insight companyscenarioDNA | connecting brands to culture 2
  • 3. we study why people do what they do culturescenarioDNA | connecting brands to culture 3
  • 4. we study how we access meaning networks IMAGE: EDITOR B VIA FLICKR (ALL RIGHTS RESERVED)scenarioDNA | connecting brands to culture 4
  • 5. “you dont have to burn books to destroy a culture.just get people to stop reading them.”scenarioDNA | connecting brands to culture 5
  • 6. are we destroying the most powerful component of mobile?scenarioDNA | connecting brands to culture 6
  • 7. INTIMACY INTIMACYthe intimacy of mobile is the key to qualityinsights...but we are wasting it.scenarioDNA | connecting brands to culture 7
  • 8. 54 % CHECK THEIR PHONE IN BED THROUGHOUT THE NIGHT AND WHEN WAKING UP LOOKOUT MOBILE MINDSET STUDY deep and emotional implications existscenarioDNA | connecting brands to culture 8
  • 9. WE EXPECT THE DEVICE TO FUNCTION AS A 73 % FLUID PART OF OUR OWN BODY PANICKED 14 % DESPERATE U.S. LOOKOUT MOBILE MINDSET STUDY IMAGE: MICHAEL DOUGHERTY (ALL RIGHTS RESERVED) how would you feel in a catastrophic event if you were to lose your device?scenarioDNA | connecting brands to culture 9
  • 10. so where does research fit into this highly intimate and emotional space?scenarioDNA | connecting brands to culture 10
  • 11. intimacy how close we can get data how much insight we can get the assumptions we make impacts how real this feels and how long the relationship lastsscenarioDNA | connecting brands to culture 11
  • 12. ? ? ? RECRUIT ENGAGE REVEAL LACK OF METHODS TUNNEL COHERENT THAT DISTORT VISION STRUCTURES THE DATAintimacy transforms every stage of researchscenarioDNA | connecting brands to culture 12
  • 13. ? RECRUITwe have created a drawer full of butter knives LACK OF MEANINGFUL STRUCTURED SAMPLES KEEPS CUTTING EDGE INSIGHTS ELUSIVEscenarioDNA | connecting brands to culture 13
  • 14. IMAGE: SCOTT BL8KE VIA FLICKR (ALL RIGHTS RESERVED) ? ENGAGE we are missing the real potential in engagement WE ARE LEVERAGING INTIMATE TECHNOLOGY TO MODIFY BEHAVIOR TO OUR RULESscenarioDNA | connecting brands to culture 14
  • 15. ? REVEAL do you hear the reverb in the data? ARE WE AMPLIFYING REAL INTELLIGENCE OR HUMAN ERROR?scenarioDNA | connecting brands to culture 15
  • 16. ? REVEAL fuzzy math...mathy fuzz WE NEED TO DISTINGUISH MORE CLEARLY BETWEEN MEASURES AND INSIGHTSscenarioDNA | connecting brands to culture 16
  • 17. “THE BUSINESS OF INTELLIGENCE ANALYSTS IS MORE ABOUT PUTTING FACTS IN PERSPECTIVE THAN IT IS HAVING COMMAND OF THE FACTS.” FORMER CIA DIRECTOR we must cultivate REAL INTELLIGENCE IMAGE: KARINGA VIA FLICKR (ALL RIGHTS RESERVED)scenarioDNA | connecting brands to culture 17
  • 18. knowing the difference between INVENTION &INNOVATION INNOVATION REQUIRES IMAGINATIONscenarioDNA | connecting brands to culture 18
  • 19. we need a new model for insights (THINK EPIDEMIOLOGY)scenarioDNA | connecting brands to culture 19
  • 20. PHOTO: SEE-MING LEE 李思明 SML VIA FLICKR (ALL RIGHTS RESERVED) PATTERNS ALWAYS ON LANGUAGE we need a new grammar for research REVEAL REAL PATTERNS THAT WE CAN ACT ON IN WAYS THAT HAVE SUSTAINABLE IMPACTscenarioDNA | connecting brands to culture 20
  • 21. STEP ONE STRUCTUREstructure is the elixir of big data START UNDERSTANDING THE MECHANICS OF WHAT IS THEREscenarioDNA | connecting brands to culture 21
  • 22. COLLECTIVE y axis z axis relationship to society relationship to time ANALYTIC EXPRESSIVE x axis relationship to self COUNTER COPYRIGHT: SCENARIODNA (ALL RIGHTS RESERVED) culture mapping as structural model THIS BEHAVIORAL MATRIX ALLOWS US TO PLOT SMALL NETWORKS AND PATTERN THEIR ONGOING RELATIONSHIPSscenarioDNA | connecting brands to culture 22
  • 23. COLLECTIVE ANALYTIC EXPRESSIVE COUNTER COPYRIGHT: SCENARIODNA (ALL RIGHTS RESERVED) plotting culture networks reveals patterns THESE CULTURES ARE MICRO FACTORIES OF MEANINGscenarioDNA | connecting brands to culture 23
  • 24. STEP TWO PATTERNS our research should reveal meaningful patterns PATTERNS THAT REVEAL MOVEMENT OF IDEAS THROUGH CULTURE PHOTO: G_HEYDE VIA FLICKR (ALL RIGHTS RESERVED)scenarioDNA | connecting brands to culture 24
  • 25. Fractalus dot com STEP TWO PATTERNS intimacy requires an expressive intelligence LEARNING TO READ THE SIGNALS THAT ARE THERE NATURALLY IMAGE: MIT MOOD METER VIA FLICKR (ALL RIGHTS RESERVED)scenarioDNA | connecting brands to culture 25
  • 26. COPYRIGHT: SCENARIODNA (ALL RIGHTS RESERVED) PROGRESSIVE comparison defense EXPRESSIVE ANALYTIC solidarity demand STATIC mapping gestures to pattern cultural signatures THESE GESTURES REVEAL TENSIONS THAT DON’T SHOW UP ON STANDARD SCALESscenarioDNA | connecting brands to culture 26
  • 27. COLLECTIVE zeitgeist identityANALYTIC EXPRESSIVE symbolic action COUNTER #p2 COPYRIGHT: SCENARIODNA (ALL RIGHTS RESERVED) mapping the migration of protest THE DISPERSION OF LANGUAGE AND EXPRESSION RELIES ON INTIMATE SMALL NETWORKS PROPELLING THE SIGNAL ALONG THE WAY scenarioDNA | connecting brands to culture 27
  • 28. COPYRIGHT: SCENARIODNA (ALL RIGHTS RESERVED) collective zeitgeist identity analytical expressive symbolic action counter #anonymous structuring visual signals reveals how trends emerge FROM SYMBOL TO ACTION TO FUSING WITH THE COLLECTIVE (THIS IS AN INTIMATE PROCESS)scenarioDNA | connecting brands to culture 28
  • 29. expressed signals as transmedia management IMAGE: HAYLIEO VIA FLICKR (ALL RIGHTS RESERVED)scenarioDNA | connecting brands to culture 29
  • 30. zeitgeist identitysymbolic action the layered meaning of the hunger games IS AN EVOLVING AND CONNECTED NETWORK ...SUSTAINABILITY RELIES ON PRESERVING THE MECHANICS OF RELEVANCE scenarioDNA | connecting brands to culture 30
  • 31. innovation comes from catching these small signals early and tracking their dimensionsscenarioDNA | connecting brands to culture 31
  • 32. twitter mentions of the word“raw” through February 2012words frequently associatedwithin a database of 63,000tweets ron paul raw tracking the dimensions of raw THE CONTEXT OF WORDS THROUGH A CULTURAL LENSscenarioDNA | connecting brands to culture 32
  • 33. essive r esearch e xpr esearch re flexive r semiotics is the new design thinking A TOOL THAT UNLOCKS STRUCTURE AND PATTERNS IN REAL TIME EXPRESSION IMAGE: ZAQI VIA FLICKR (ALL RIGHTS RESERVED)scenarioDNA | connecting brands to culture 33
  • 34. people analysts analysts machines catalytic insights will come from leveraging technology in human ways PHOTO: HTTP://WWW.TERPTOPICS.COM/IMAGES/HANDS_SIGNCONNECT01.JPGscenarioDNA | connecting brands to culture 34
  • 35. thank you. @timstockscenarioDNA | connecting brands to culture 35