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Wide data, more insights

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In-depth look at Wide data and trend forecasting. See also https://www.slideshare.net/HollieLubbock/quant-qual-v2-98085097 for more info on the framework and details on thick data use.

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Wide data, more insights

  1. 1. Wide data, 
 more insights @hollielubbock Nov 2018, Social Intelligence
  2. 2. Hello, @hollielubbock https://www.slideshare.net/ HollieLubbock/
  3. 3. Thick Data Big Data Wide Data Getting started…
 Design with data
  4. 4. Thick Data Big Data Wide Data Who, what, where, why & how
  5. 5. Customer Service Reps Interviews Stakeholder Interviews User
 Interviews Thick Data Ethnography / Diary Studies
  6. 6. Customer Service Reps Interviews Stakeholder Interviews User
 Interviews Thick Data Big Data / Quant Ethnography / Diary Studies Census DataSocial Sentiment Analysis Media Consumption Patterns Search Trends Shopping Patterns
  7. 7. Industry Trends Customer Service Reps Interviews Census Data Shopping Patterns Social Sentiment Analysis Competitor Analysis Stakeholder Interviews Pestle Analysis User
 Interviews Thick Data Big Data / Quant Wide Data
 Trend Spotting & 
 Competitor Analysis Media Consumption Patterns Ethnography / Diary Studies Perceptual & Experiential Competitors Search Trends
  8. 8. Who next Far future, brand aspiration and how to grow with them What What do we want to say to her, content framework How How do we speak to her. 
 Unique tone of Voice Where To publish content.
 Channel strategy When When the content is delivered.
 The Publishing model Who now Has the biggest potential, near future and why 8 The type of
 insight
  9. 9. Using wide data
  10. 10. “The pace of change has never been this fast, yet it will never be this slow again.” Justin Trudeau, Davos 2018
  11. 11. Industry TrendsCompetitor Analysis Pestle Analysis Perceptual & Experiential Competitors Wide data helps to understand where the world is going
  12. 12. Competitor 
 analysis Perceptual Experiential D irect
  13. 13. Perceptual Experiential D irect Competitor 
 analysis
  14. 14. Perceptual Experiential D irect Competitor 
 analysis
  15. 15. Perceptual Experiential D irect = Experience expectation
  16. 16. Trends
  17. 17. Mega trends Macro Micro Certainty & longevity Frequency
  18. 18. Political Economic Social Technological Legal Environmental Types of trend
  19. 19. How to find trends 01 Gather sources 02 Save & annotate 03 Search safari 04 Affinity map 05 Sense check
  20. 20. Gather sources • Buzzfeed • Wired • Dense Discovery • Quartz • Emarketer • Gartner • Econsultancy • The Hustle • WSJ • BBC • McKinsey • PWC • Fjord trends • Research gate • Ask Wonder • Guardian • Russia today • China now • The Times • App Annie • Global web index • AskWonder • WARC • Pew Research • Facebook IQ • Google trends • Ngram • Correlate • Autofill • TNS Digital Life • Consumer Barometer • Similar Web • FollowerWonk • Jungle Scout • Display Purpose • NN/g • UX crunch • Medium • Ben Evans • A16Z podcast • New Scientist • L2 inc • Creative applications • Business of Fashion • TED • Radiolab • Reply all • The Daily Zeitgeist • Insights per minute • 99% invisible • Freakonomics • Geek.om • Siteinspire • Fubiz • Io9 • Nerdcore • notcot.org • The next web • This isn’t happiness • 90 percent of everything • F.A.T. • Super/collider • Today & tomorrow • Booooooom • Tech crunch • Tech for good • The economist • Real Famous • IRL • The future of everything • Design Matters • NPR • Reuters • Strategyzer • World Economic Forum • Hackermoon • Endgadget • Fastcompany • Trendwatching Set up custom google alerts, subscribe, listen, read & watch
  21. 21. Save & annotate
  22. 22. Search safari
  23. 23. Affinity map ` Cluster & name
  24. 24. Sense check – Is it a trend? Does it reveal an insight? Is it gaining momentum? Do you have 3+ great pieces of recent evidence? 3
  25. 25. Example trends https://www.slideshare.net/HollieLubbock/wtf-is- happening-5-consumer-trends-for-2020-123718002/
  26. 26. 02 Experience expectation —
 Helps you understand how consumer expectations have changed 03 Why use Trends —
 In an era of constant change, they help embrace change an create visions for the future 01 Builds context 
 —
 Use in conjunction with big data & thick data. Wide data provides the wider world context. The power of 
 wide data

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