A Demographic Reality Check: Trends, they're complicated things
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The document profiles 6 individuals of different generations, races, locations, and household situations. It then discusses trends in areas like mobile technology, living arrangements, and consumer preferences. The document concludes by outlining an approach to use demographics, big data, and ethnography to better understand trends and target consumer markets.
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A Demographic Reality Check: Trends, they're complicated things
- 1. “The Fundamental Interconnectedness of all Things”
- 3. We are more than our demographic profiles
- 4. Frankie and Dale Location: Teton County, Mt. Generation: Boomer Race/Ethnicity: White, non-Hispanic Household: Married, 3 kids Tapestry: Factories and Farms Alfredo Location: Los Angeles County Generation: Boomer Race/Ethnicity: White, Hispanic Household: Married, 2 kids Tapestry: Global Roots Michael Location: New York County Generation: Millennial Race/Ethnicity: Black Household: Boyfriend + roommate Tapestry: Metropolis
- 5. Boomer White Man College-Educated Non-Hispanicsuburban Home-owner Veteran Father White-collar Full-time worker middle-class Drives to work Chris Location: Las Vegas County Generation: Boomer Race/Ethnicity: White, non-Hispanic Household: Single Tapestry: Family Portrait Divorced Part-time custody Single-person household Underwater-mortgage
- 7. TREND
- 8. Mobile tech Married later Living at home Helicopter parents Urban Renter Driving less twenty-something Bi-racial couple Rising healthcare costs middle-class Entitled “The Monocle Returns” “In a New Trend in Hair Removal, Women Prefer the Natural Look” “Baby Boomers Are Drawn to Green and Eco-Friendly Funerals” We have reached Peak___ Auto/Beard/Oil _______ is the future “Online Merchants Home In on Imbibing Consumers” “It’s Hip to Be Round – Potbellies are in”
- 12. Decline in Detroit “Detroit's decline has been going on for a long while. In the face of growing foreign and domestic competition, auto companies merged, or quit, or moved out of town to get closer to markets... The U.S. Government lists Detroit as an area of "substantial and persistent unemployment.'' Time Photo: Angela Anderson-Cobb/Flickr
- 15. #letsboogie
- 18. Demographics • Identify big trends • Locate Markets in Space Big Data • Connect trends to consumers • Aggregate individuals into markets Ethnography • Better understand customer • Better understand trends
Editor's Notes
- Here we see how demographics on their own can be misleading. We need a fuller picture to understand their stories. And sometiems, you just have to ask.
- Include new york times trend headlines
- Journalists think trends are simple. They’re not. angelariel65
- Bee Gees. Chains. Bruce Lee Moves http://www.tcm.com/mediaroom/video/294765/Saturday-Night-Fever-Movie-Clip-Watch-The-Hair-.html
- Demographics, ehtnography and intuition can fail us. We need big data. Big data is never wrong. Look what nate silver did.