1. DECODING CONSUMERS AND
MAPPING CULTURAL MOVEMENTS
SMALL DATA APPROACH
LUIZA FUTURO
MA CRITICAL AND CREATIVE ANALYSIS
BA BUSSINESS AND MARKETING

2. HOW TO INVESTIGATE
CULTURAL CHANGES:
CREATE, FRAME AND
PRESENT IT TO THE
MARKET.
1.INTRO
2.QUESTION BOARD
3.WHAT IS A TREND?
4.TREND CO-CREATION EXERCISE
Ilustration http://niegeborges.com/
#2 CLASS
OUTPUT: DEFINITION, FLOW AND MARKET
USES OF TREND AS WELL AS HOW TO
CREATE A SCHEME OF ANALYSIS.

3. 1:
things that I think that might be
interesting trend research / question /
myths

4. 2:TREND
RESEARCH
In market “trend forecaster”
The influential curve (mainstream and
targeting dilemas)
Definition and directions
Expressions (memes and replications)
Dilemas and tensions.
TOOL KIT FRAME

5. I'm losing my edge.
I used to work in the record store.
I had everything before anyone.
I was there in the Paradise Garage
DJ booth with Larry Levan.
I was there in Jamaica during the
great sound clashes.
I woke up naked on the beach in
Ibiza in 1988.
But I'm losing my edge to better-
looking people with better ideas
and more talent.
And they're actually really, really
nice.
LCD SOUNDSYSTEM
IT'S ABOUT STAYING
PLUG INTO THE NEW BUT
NOT NECESSARILY IN
THE NOVELTY.
IT’S MORE ABOUT
FRESHNESS.
LIFESTYLE
DETECTIVES.
RESEARCHERS.
CULTURE'S
DWELLERS.

6. CURIOSITY
HETEROGENEOUS (NETWORK
OF PEOPLE AND
INFORMATION)
OBSERVATION
NOT BE AFRAID OF THE
BIZARRE
READ, WRITE
ACTIVE IN LIFE (
INTERNET SENSE
AND REAL LIFE )

7. "THE FUTURE IS HERE,
IT’S JUST NOT VERY
WELL DISTRIBUTED”WILLIAN GIBSON, FICTION WRITER

8. CULTURAL BRAILLING
IMMERSING YOURSELF
INTO THE
ENVIRONMENT THAT
YOU ARE IN.

9. TREND
THE CONTEXT IS
BROADER THAN
CONSUMERISM.

10. TREND DONT'S
IT’S NOT EXCLUSIVELY FOR THE
WORLD OF FASHION
NOR
A TERM THAT ONLY REFERS TO
PROCESS THAT AFFECTS PHYSICAL
OR AESTHETICS CHANGES IN
CULTURE
TREND DONT'S

11. A TREND CAN BE
EMOTIONAL,
INTELLECTUAL AND EVEN
SPIRITUAL.
MARTIN RAYMOND, FUTURE LABORATORY OWNER

12. TREND DEFINITION
A TREND CAN BE DEFINED AS A
DIRECTION IN WHICH SOMETHING (AND
THAT SOMETHING CAN BE ANYTHING)
TENDS TO MOVE AND WHAT ITS
IMPACT IN CULTURE, SOCIETY OR
BUSINESS SECTOR.
TREND DEFINITION

13. DIFFUSION INNOVATION TYPESDIFFUSION INNOVATION TYPES
DIAMOND-SHAPED

14. DIFFUSION INNOVATION TYPESDIFFUSION INNOVATION TYPES
S SHAPE CURVE
INNOVATORS
EARLY ADOPTERS
EARLY MAJORITY
LATER MAJORITY
LAGGARDS

15. TREND FORECASTER TOOL KIT
THE WHAT: TREND, INNOVATION OR CULTURAL
SHIFT BEING IDENTIFIED.
THE WHY: THE DRIVERS TO CONSIDER
THE TREND
THE WHERE: THE PLACE WHERE TREND
BEGINS, EXPRESSIONS, MEMES, CASES,
MATERIAL OR NON MATERIAL.
TO WHO: WHO IS THE INNOVATOR ARE YOU
SEEK TO TALK WITH OR INVESTIGATE MORE
ABOUT.
TREND FORECASTER TOOL KIT

16. CROSS CULTURAL ANALYSIS
IDEAS
EVIDENCE WALL
CROSS CULTURAL ANALYSIS
1 CARTOGRAM, THE POSSIBLE TRENDS
2 BRAND, PRODUCT, CONCEPT X TRENDS
3 FINAL TRENDS AND THEIR NAMES
4 DILEMMAS AND TENSIONS
4 CONCEPT MOOD BOARDS
5 TARGET MARKET
6 VISUAL CONSUMER PROFILE

17. THE BRIEF IN ONE TWEET: WHICH ARE THE TRENDS THAT
INFLUENCE THE FUTURE OF BANK AND THE WAY
CONSUMERS ARE GOING TO INTERACT WITH IT. (2010)
THE WHAT: TREND IDENTITY
INNOVATION OR CULTURAL SHIFT BEING IDENTIFIED.
THE WHY: THE DRIVERS TO CONSIDER
THE WHERE: THE PLACE WHERE TREND BEGINS,
EXPRESSIONS, MEMES, CASES, MATERIAL OR NON
MATERIAL.
TO WHO: IS THE INNOVATOR ARE YOU SEEK TO TALK WITH
OR INVESTIGATE MORE ABOUT.

18. Human Tech New Offline
Life Data
Collective Conscious
+ -
-+
THE WHAT: THE NAME OF THE TREND
KEY WORDS, VISUAL CODE, CONSUMER QUOTE, SPECIALIST QUOTE

19. Human Tech New Offline
Life Data
Collective Conscious
+ -
-+
THE WHAT: THE NAME OF THE TREND
KEY WORDS, VISUAL CODE, CONSUMER QUOTE, SPECIALIST QUOTE

20. Life Data
THE WHY: THE DRIVERS TO CONSIDER
HARD DATE TO POINT MACRO FORCES IN THE ENVIRONMENT

21. THE WHERE: THE PLACE WHERE TREND BEGINS AND
EXPRESSIONS OF IT BOTH MATERIAL OR NON MATERIAL (MEMES,
CASES, QUOTE, EXPRESSION, ACADEMIC CASE, BRAND CASE)

22. THE WHERE:
THE RESULT OF THIS PROCESS IS NOW CREATE ASPIRATIONAL
TOUCH POINTS. IT’S IMPORTANT THAT ALL THIS KEY POINTS COULD
BE ARTICULATED TO THE BRAND, SERVICE OR PRODUCT.
OPEN DATA
VISUAL INFORMATION
CONTROL FREAK - TOLLS AND GADGETS
*THEKEYPOINTSNEEDTOHAVEADIRECTTEXTTHATCOULDDESCRIBETHENATUREOF
THISARTICULATION.
ALLTHEKEYPOINTS,MUSTHAVECASES(OUTSIDEANDINSIDETHEMARKETCASES,
IMAGES,QUOTESTHATCOULDCAPTUREANDEXEMPLIFYTHESENSEOFTHEFOLLOWING
EXPRESSION)
Life Data

24. GLOBAL TREND FORECASTING SITES
PFSK THE FUTURE
LABORATORY
MASHABLE
DEZEEN
CONTAGIOUS
WIRED
RSA
TRENDWATCHING
COOL HUNTING
JAPAN CONSUMING
DAVID REPORTGESTALTEN
KHOLE
TED TREND
HUNTER
TRENDBURO
MKSHFT.ORG
W.I.R.E

25. REAL QUESTIONS/
BRIEFING WORK
OPPORTUNITY:
SURF
LAUNDRY AND GENDER ROLES
WHICH ARE THE TRENDS RELATED TO GENDER ROLES THAT
ARE GOING TO INFLUENCE THE LAUNDRY CATEGORY IN
DEVELOPED MARKETS?
UBER BRAND PERCEPTION
MOBILITY
WHICH ARE THE TRENDS THAT LEAD THE FUTURE OF
MOBILITY IN THE SENSE OF MODERN CITIES
TRANSPORTATION?

26. FERNANDO RIBEIRO
STRATEGY DIRECTOR AT BBH LONDON
GRADUATED IN SOCIAL COMMUNICATIONS IN
THE SOUTH OF BRAZIL, AND STUDIED
CONTEMPORARY ART AND CREATIVE PROCESS
IN RIO DE JANEIRO. HE WORKS AS STRATEGY
DIRECTOR FOR A GROUP OF ACCOUNTS AT BBH
LONDON, WHICH INCLUDES UBER AND KFC.
PREVIOUSLY AT DAVID SAO PAULO, A CREATIVE
SHOP OWNED BY OGILVY GROUP, HE LEADED
THE NEW GLOBAL POSITIONING STRATEGIES
FOR BURGER KING AND POWERADE. OTHER
BRANDS FER HAS WORKED WITH INCLUDE
COCA COLA IN LATIN AMERICA AND ASIA, AND
SONY IN BRAZIL.

27. TREND FUNNEL
1. SHORT DESCRIPTION OF A TREND.
NAME
5-8 IMAGINES TO DEFINE IT
KEY WORDS
2. LIST THE KEY DRIVERS DETERMINING THIS TREND.
VISUAL AND INFOGRAPHIC
3. DESCRIBE THE TARGET CONSUMER
COULD BE MORE THAN ONE
5-8 IMAGES TO DEFINE IT
QUOTES
4. DESCRIBE PRODUCTS, SERVICES AND THINGS THAT
TARGET CURRENT DOES.
5. HOW THIS TREND WILL AFFECT THE TARGET
TERRITORY?
6. CLIENT’S IMPACT?
PRODUCT
CONCEPT
STRATEGIES
ADVICE