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CULTURE MAPPING DATA TO UNCOVER
BEHAVIORAL ARCHETYPES & IDEOLOGIES
scenarioDNA
anthropology meets data science
Do we really
need research?
2scenarioDNA
"Our friends up north spend
over $5bn on research and
development and all they
se...
We are trying to
make humans
fit a machine
model
3scenarioDNA
Most research methods
underestimate the complexity
behind th...
Welcome to
the age of
ambiguity
4scenarioDNA
Research must catch up to
the role it must play.
Culture is at
the heart of
everything
companies
must
understand
and do
5scenarioDNA
We need to get smarter about
what we c...
Recent
acquisitions
reflect this call
for culture
6scenarioDNA
Nestle announced it has
taken a 68% stake in
Blue Bottle Co...
Culture is a
system (not a
target)
7scenarioDNA
The profound opportunity for
insight is in the cultural patterns
of adopti...
Context is the
critical
element to
understand
language and
culture
8scenarioDNA
Our methods must evolve to
track how langu...
Anthropologists
with a data
science patent
9scenarioDNA
Our Culture Mapping helps us
organize and make sense of the
ongoin...
We leverage
language as
our most
powerful form
of human data
Capturing and analyzing
naturally occurring data
sources offe...
STATIC
PROGRESSIVE
ANALYTIC
EXPRESSIVE
Low
touch
Resist societal norms
Affirm societal norms
High
touch
4
zeitgeist
3
21
r...
TECHNIQUE
SATURATIONVISION
ASPIRATION
12scenarioDNA
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+...
We can train
machines with
these patterns
and develop
useful AI frames
13scenarioDNA
The foundation of good artificial
int...
Behavior
requires two
related points
14scenarioDNA
If we want to translate the data
we gather into meaningful
narratives, ...
TECHNIQUE
SATURATIONVISION
ASPIRATION
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-...
Research
under-leverages
conflict
16scenarioDNA
TECHNIQUE
SATURATIONVISION
ASPIRATION
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-...
We can map
Jungian
archetypes as
a foundation
to reflect the
narrative
patterns
18scenarioDNA
TECHNIQUE
SATURATIONVISION
ASPIRATION
19scenarioDNA
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+...
Food trends
can be most
effectively
measured as
an ideological
system
20scenarioDNA
Statistics miss
the ideological
role brands play
There is more than growth
to measure if you want to
anticipate emerging t...
TECHNIQUE
SATURATIONVISION
ASPIRATION
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-3
+3,-5
+3,-6
+3,-2
+3,-1
+2-4
+2,-3
+2...
TECHNIQUE
SATURATIONVISION
ASPIRATION
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-3
+3,-5
+3,-6
+3,-2
+3,-1
+2-4
+2,-3
+2...
Elusive and
dynamic
markets chart
the path for
today’s
research
Markets like South Korea,
China and Japan present
unique c...
Methods that
elevate
ethnography to
anthropology
These cognitive frameworks
structure recruitment and
ethnography to be
cr...
Research is
more essential
than ever
26scenarioDNA
We need
bridges more
than disruption
New technology is
currently outpacing ways
to effectively frame it.
27scenarioDNA
We must
frame key
performance
indicators
(KPIs) in the
context of
culture
28scenarioDNA
Social expression and adaptive
beh...
We need
human
intelligence to
lead artificial
intelligence
29scenarioDNA
30scenarioDNA
Thank you.
@timstock
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Culture Mapping Data to Uncover Behavioral Archetypes & Ideologies (IIeX Behavior 2017)

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a talk that was given at IIeX Behavior Science in Chicago November 8th, 2017.

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Culture Mapping Data to Uncover Behavioral Archetypes & Ideologies (IIeX Behavior 2017)

  1. 1. CULTURE MAPPING DATA TO UNCOVER BEHAVIORAL ARCHETYPES & IDEOLOGIES scenarioDNA anthropology meets data science
  2. 2. Do we really need research? 2scenarioDNA "Our friends up north spend over $5bn on research and development and all they seem to do is copy Google and Apple." - Steve Jobs in 2006
  3. 3. We are trying to make humans fit a machine model 3scenarioDNA Most research methods underestimate the complexity behind the way humans process the world around them.
  4. 4. Welcome to the age of ambiguity 4scenarioDNA Research must catch up to the role it must play.
  5. 5. Culture is at the heart of everything companies must understand and do 5scenarioDNA We need to get smarter about what we consider culture and how we measure it.
  6. 6. Recent acquisitions reflect this call for culture 6scenarioDNA Nestle announced it has taken a 68% stake in Blue Bottle Coffee. Kellogg’s has announced it will buy RXBAR for $600 million.
  7. 7. Culture is a system (not a target) 7scenarioDNA The profound opportunity for insight is in the cultural patterns of adoption and adaptation.
  8. 8. Context is the critical element to understand language and culture 8scenarioDNA Our methods must evolve to track how language emerges and why it changes over time.
  9. 9. Anthropologists with a data science patent 9scenarioDNA Our Culture Mapping helps us organize and make sense of the ongoing influx of cultural data and trends by looking at language in all its forms -- both words and images, from visual to auditory. A System & Method of Culture Mapping
  10. 10. We leverage language as our most powerful form of human data Capturing and analyzing naturally occurring data sources offers a richer view of how society is really working. 10scenarioDNA words images gestures sounds
  11. 11. STATIC PROGRESSIVE ANALYTIC EXPRESSIVE Low touch Resist societal norms Affirm societal norms High touch 4 zeitgeist 3 21 ritual identity symbol cultural saturation social propagation setting the language wiring the behavior Culture Mapping structures this data as a system view of cultural change Our matrix provides a logical framework for how language changes over time. 11scenarioDNA
  12. 12. TECHNIQUE SATURATIONVISION ASPIRATION 12scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 Our matrix provides a humanized logic for analyst and machine collaboration words images gestures sounds Analyst + Machine Learning 12scenarioDNA
  13. 13. We can train machines with these patterns and develop useful AI frames 13scenarioDNA The foundation of good artificial intelligence (AI) is a testable framework of measurement that can be scaled in the context of ongoing change.
  14. 14. Behavior requires two related points 14scenarioDNA If we want to translate the data we gather into meaningful narratives, we need to understand how these relationships are working. A B here not there Meanings emerge only in relationship between data points.
  15. 15. TECHNIQUE SATURATIONVISION ASPIRATION ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Meaningful stories emerge from the patterns We can see how words change meaning as they become associated with other words. These patterns shape a narrative framework that be modelled to predict future scenarios. +4,-4 -4, -3 -5, +3 15scenarioDNA
  16. 16. Research under-leverages conflict 16scenarioDNA
  17. 17. TECHNIQUE SATURATIONVISION ASPIRATION ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Patterns of dissent and aspiration are fundamental activators of social change Pattern of dissent Pattern of aspiration saturation knowledge new meaning new currency 17scenarioDNA
  18. 18. We can map Jungian archetypes as a foundation to reflect the narrative patterns 18scenarioDNA
  19. 19. TECHNIQUE SATURATIONVISION ASPIRATION 19scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Unique strings of language correlate with these Jungian archetypes This structure can be leveraged with new datasets and to test patterns in language using computational linguistics. THE RULER THE EVERYMAN THE CAREGIVER THE INNOCENT THE LOVER THE HERO THE JESTER THE CREATORTHE EXPLORER THE MAGICIAN THE SAGE THE REBEL
  20. 20. Food trends can be most effectively measured as an ideological system 20scenarioDNA
  21. 21. Statistics miss the ideological role brands play There is more than growth to measure if you want to anticipate emerging trends and potential dilution. 21scenarioDNA
  22. 22. TECHNIQUE SATURATIONVISION ASPIRATION +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Visualizing food trends as a system of evolving ideologies 22scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC We can visualize and measure how smaller cultural signals are being adopted as well as track dissenting response to dilution of meaning. THE IDEALISTS THE AUTOMATICS THE ARTISANS THE PRESENTERS Food as ideal Food as creativity Food as social currencyFood as policy Pattern of dissent Pattern of aspiration
  23. 23. TECHNIQUE SATURATIONVISION ASPIRATION +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Imagery reveals important unspoken truths 23scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC The connotation of imagery is critical to understanding context and how trends are evolving. #zerohunger #edibleinsects #goodcarbs#everydaycooking
  24. 24. Elusive and dynamic markets chart the path for today’s research Markets like South Korea, China and Japan present unique challenges when gathering insights. 24scenarioDNA
  25. 25. Methods that elevate ethnography to anthropology These cognitive frameworks structure recruitment and ethnography to be cross-correlated to broader datasets. Nuances in fieldwork can be understood in real time and statistically validated. 25scenarioDNA TECHNIQUE SATURATIONVISION ASPIRATION Verbatims from fieldwork transcripts n-gram
  26. 26. Research is more essential than ever 26scenarioDNA
  27. 27. We need bridges more than disruption New technology is currently outpacing ways to effectively frame it. 27scenarioDNA
  28. 28. We must frame key performance indicators (KPIs) in the context of culture 28scenarioDNA Social expression and adaptive behavior must be at the center of how we develop sustainable growth for brands.
  29. 29. We need human intelligence to lead artificial intelligence 29scenarioDNA
  30. 30. 30scenarioDNA Thank you. @timstock

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