The New Era of Expressive Research

mobile has begun to evolve beyond the device. the importance of any one type of device is already declining as personal information, contacts, photos and files move to the cloud.IMAGE: All rights reserved by jkenning (via flickr) | connecting brands to culture 3

SOURCE: CISCO world mobile data traffic expected to explode by factor of 26 by 2015. 6.3 exabytes per month, predicted. there will be 788 million mobile-only Internet users by 2015.IMAGE: All rights reserved byexxonvaldez | connecting brands to culture 4

SOURCE: IDCcloud services (expected to grow27% annually) will empowermobile capabilities.that’s a lot of data in motion... | connecting brands to culture 5

within that data...we want to find the human...but the human becomes harder to find.our research seeks to find perspective in growing noise.IMAGE: Some Rights Reserved Rabblefish | connecting brands to culture 6

same interrogation... new channelthis stifles our ability to hear the unexpected...and see the big picture. | connecting brands to culture 9

we need to kill the echo chamberswe inadvertently involve only consumers willing to comply with our rules. | connecting brands to culture 10

researcher & subject networks reflexive expressive research research circular relationship of cause revealing the structure and and effect confirmation mechanics of meaning. shift from reflexive to expressive modelsSome rights reserved by Janesdead | connecting brands to culture 11

our research must reflect this shift... CULTURE CONSUMER DRIVEN SAVVINESS UNSYNCHED PRIVACY ANONYMOUS SYNCHED reflexive research CLUSTERS expressive research CONCERNS A FLOOD OF PATTERNED DATA DATA AS NARRATIVE research models must get in sync and transform the structure of engagement.IMAGE: All rights reserved by ms holmes (busy) | connecting brands to culture 12

research must feed innovation ...requires sustained and incremental interactions to yield real insights...to get us to new territory.| connecting brands to culture 13

SIGNALSinnovation is a mating game...understanding signals embedded into the rituals we want to engage. | connecting brands to culture 14

sustainable TRAITS unsustainableour interaction builds in behavioral traitsreflexive modalities can reinforce behaviors that dilute and distort the data. | connecting brands to culture 15

networks thrive as community“you cannot simply transform an audience into a community withtechnology, because they assume very different relationshipsbetween the sender and receiver of messages.” - CLAY SHIRKEY audience community one-way relationship, two-way relationship, one-to-many pattern many-to-many pattern IMAGE: All rights reserved by dodsworld | connecting brands to culture 17

right brain left brain discovery proof DATA data consumer GAP insights a disconnect on definitions of data... analytics shut off from the meaningless unless bigger story connected to a narrative frameworkwe need whole brain data thinkinginternal camps can entrench and stifle innovation. | connecting brands to culture 18

trajectory story where most research focuses what we miss motive existing hidden symbolic productionwe seek to reveal the consumer journey...but our methods focus on only part of this journey. 19

CULTURE NETWORK her motives are shaped by the network that feeds meaning and motivationwe must sync with the networks driving motivesher choices are shaped by an existing culture network of language and meaning. | connecting brands to culture 20

low cultural relevancewhat is the cultural heat map for your brands? high cultural relevanceexpressive research reveals the structurewhat networks are driving meaning around specific attributes of a brand? | connecting brands to culture 21

expressive research is real time research the role of the expressive researcher will be in revealing these structures in the constant flow of data flowing to and from consumers.IMAGE: All Rights Reserved by Lil [Kristen Elsby | connecting brands to culture 23

quit trying to land...first understand the mission. mobile thinking is bigger than any one tactic. We must strive to get in sync with the data that is already there for sustained and incremental insights.IMAGE: NASA | connecting brands to culture 24

"The greatest enemy of knowledge is not ignorance, it is the illusion of knowledge." - STEPHEN HAWKINGIMAGE: Some rights reserved by gnackgnackgnack | connecting brands to culture 25

Thank you. timstock@scenariodna.com @timstock| connecting brands to culture 26

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The New Era of Expressive Research

by Tim Stock

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