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Trend Lightbox - Análisis de Tendencias

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La aproximación conceptual y metodológica básica al análisis de tendencias tal como lo desarrollamos en TEAMLABS/

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Trend Lightbox - Análisis de Tendencias

  1. 1. A Future lightboxO cómo aplicar tendencias emergentes a tus grandes ideas... y a las pequeñas
  2. 2. Análisis de tendencias
  3. 3. I Definiciones, marcos y metodologías
  4. 4. ¿Qué es una tendencia?
  5. 5. Un cambio cultural que se manifiesta en la actualidad (prácticas, actitudes, valores individuales y colectivos) , en un ámbito restringido (un grupo social, una comunidad o una tribu) y por tanto con un impacto limitado (social, económico o político), pero con potencial para transformar el mundo en un futuro próximo (5-10-20 años)
  6. 6. ¿Cómo se detecta?
  7. 7. ¿Cómo se detecta? prospectiva métodos cuantitativos etnografía métodos cualitativos, observación participación en comunidades y tribus investigación-acción
  8. 8. Cambios tecnológicos Cambios sociales Cambios económicos Cambios políticos
  9. 9. Un cazador ¿o un generador? de tendencias
  10. 10. “The future is already here– it’s just not evenly distributed” William Gibson, quoted in The Economist December 4, 2003
  11. 11. “…I felt that I was trying to describe an unthinkable present and I actually feel that science fiction’s best use today is the exploration of contemporary reality rather than any attempt to predict where we are going…The best thing you can do with science today is use it to explore the present. Earth is the alien planet now.” William Gibson, in an interview on CNN, August 26, 1997
  12. 12. II Algunos ejemplos
  13. 13. Banca por SMS
  14. 14. V Identificación de tendencias en equipo
  15. 15. Recapitulando: una tendencia es...
  16. 16. Un cambio cultural que se manifiesta en la actualidad (prácticas, actitudes, valores individuales y colectivos) , en un ámbito restringido (un grupo social, una comunidad o una tribu) y por tanto con un impacto limitado (social, económico o político), pero con potencial para transformar el mundo en un futuro próximo (5-10-20 años)
  17. 17. ... o aquello que va a ser relevante en 5 años
  18. 18. 0. Abrid los ojos piensa en algo que te haya inspirado o instrigado sal y absorbe como una esponja encuentra tus fuentes de inspiración. Algunas referencias: Wired, TED, FastCompany, The Guardian... ¡Discute y comparte!
  19. 19. I. Describid descripción breve un párrafo a una página impacto y alcance a 5-10 años trendsetters grupos sociales, comunidades o tribus a quién afecta, y cómo
  20. 20. II. Evaluad relevancia Tiempo de ahora a 5 años Geografía de local a global Sociedad ¿A quién afecta? Demografía social, económica, cultural...
  21. 21. III. Documentad 2-3 fuentes de información con evidencias de la relevancia de la tendencia: artículos, libros, vídeos, películas, documentales (proporcionar una URL de cada uno)
  22. 22. ¡Empezamos!
  23. 23. a Future lightbox ElsúperNombre Descripción ¿Quiénessontrendsetters? ¿Porquéesrelevante...yen5años? ¿Paraquién,ydónde? Fuentes Inventad un nombre impactante y expresivo, que invite a seguir leyendo. Una afirmación positiva ¡evitad generalidades vagas! ¿De qué va esta tendencia? ¿Cómo se manifiesta? Describid en un breve párrafo que cualquier persona pueda entender. Grupo, tribu, colectivo... describid a los generadores de esta tendencia. Plasmad su origen geográfico, socioeconómico, género y estilo. Animaos a completar los dummies con sus señas de identidad.. desde lo más trivial a lo más sutil y profundo. ¡Unaimagenvalemásquemilpalabras! ¿Qué fuentes corroboran o son inspiradoras de la tendencia? Pensad en libros, artículos, conferencias, eventos, e incluid las URL. Corta y pega una imagen que identifique a esta tendencia sin tener que leer nada más. ¡Puntos extra para las combinaciones de imágenes en collage! ¿Hacia dónde va esta tendencia y cuál es su sentido transformador? Ubicadlo en el espacio y el tiempo y en la sociedad

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