The Intimacy of Data (MRMW 2012)

@timstock i run an insight companyscenarioDNA | connecting brands to culture 2

we study why people do what they do culturescenarioDNA | connecting brands to culture 3

“you dont have to burn books to destroy a culture.just get people to stop reading them.”scenarioDNA | connecting brands to culture 5

are we destroying the most powerful component of mobile?scenarioDNA | connecting brands to culture 6

INTIMACY INTIMACYthe intimacy of mobile is the key to qualityinsights...but we are wasting it.scenarioDNA | connecting brands to culture 7

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

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

so where does research fit into this highly intimate and emotional space?scenarioDNA | connecting brands to culture 10

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

? ? ? RECRUIT ENGAGE REVEAL LACK OF METHODS TUNNEL COHERENT THAT DISTORT VISION STRUCTURES THE DATAintimacy transforms every stage of researchscenarioDNA | connecting brands to culture 12

? RECRUITwe have created a drawer full of butter knives LACK OF MEANINGFUL STRUCTURED SAMPLES KEEPS CUTTING EDGE INSIGHTS ELUSIVEscenarioDNA | connecting brands to culture 13

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

? REVEAL do you hear the reverb in the data? ARE WE AMPLIFYING REAL INTELLIGENCE OR HUMAN ERROR?scenarioDNA | connecting brands to culture 15

? REVEAL fuzzy math...mathy fuzz WE NEED TO DISTINGUISH MORE CLEARLY BETWEEN MEASURES AND INSIGHTSscenarioDNA | connecting brands to culture 16

“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

knowing the difference between INVENTION &INNOVATION INNOVATION REQUIRES IMAGINATIONscenarioDNA | connecting brands to culture 18

we need a new model for insights (THINK EPIDEMIOLOGY)scenarioDNA | connecting brands to culture 19

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

STEP ONE STRUCTUREstructure is the elixir of big data START UNDERSTANDING THE MECHANICS OF WHAT IS THEREscenarioDNA | connecting brands to culture 21

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

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

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

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

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

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

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

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

innovation comes from catching these small signals early and tracking their dimensionsscenarioDNA | connecting brands to culture 31

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

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

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

thank you. @timstockscenarioDNA | connecting brands to culture 35

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The Intimacy of Data (MRMW 2012)

by Tim Stock on Jul 07, 2012

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