Emotional Data: hipsters, human beings and mapping of taste data

Tara Hunt
Tara HuntCEO + Partner at Truly Inc.
hipsters, human beings and mapping of taste
                    data
vr
                                         p          r


Seems that EVERYONE, including hipsters themselves according to recent research published in P
e and talent put into the unpacking of hipster culture in a way that allows us to collectively hate t
http://www.flickr.com/photos/poptartjen/4176952513
w                         b -b                                ?
                                  r                            ?
                                  b                       ?

become associated with hipster culture? There are so many different cuts of jeans these days - no
heir association with hipsters. Everything from food and beverages like sriracha - a tasty, spicy sa
he attention of a group of people who would simultaneously make and break them due to high e


                         r             ff p                     r                 r
             • sriracha                               • unflattering retro
                                                        gianormous
             • PBR (pabst blue
               ribbon)
                                                         glasses

                                                      • kanye west
             • mustaches & beards
                                                      • indie bands you’ve
             • trucker hats                             never heard of +
                                                         anything that
                                                         Pitchfork says to
             • ironic tees                               love
             • old skool pumas/
               vans + Toms shoes                      • Iceland
let’s talk about




enes that leads to the creation of the context around these ostensibly neutral products that are t
a LOT of content to the web in highly public ways. Where we are going, where we are, what we a




                                         life logging
        location                                                          connections




    short posts                                                               posts




      photos                               food                        questions/answers
chologists have been working on since the 60’s: Taste Signaling. Miller says that ‘many products
on, we’d put them in a JOURNAL, not online. But what I love the most about this phenomenon is t




                 “                     -                                  ”
     “Many products are signals first and material
           objects second.” Geoffrey Miller
hics, people who like this like that...and these computer programs don’t understand that: a. we a




                yet...




                                                                are stupid
hering houses on the web to find out what they know about him and, as it turns out, the answer i



                                             “Google’s Ads
                                        Preferences believes I’m
                                           a guy interested in
                                           politics, Asian food,
                                           perfume, celebrity
                                            gossip, animated
                                         movies and crime but
                                        who doesn’t care about
                                         “books & literature” or
                                         “people & society.” (So
                                                not true.)”
                                                      Joel Stein
                                                  Your Data, Yourself
                                             Time Magazine, March 21, 2011
so back to the




nals. When it comes to what people are trying to tell us through what they are posting publicly, w
b
              there is



                  in anything we CHOOSE to post.




built in radar for this stuff. The tools we use to post where we are at, what we are doing, what w
he sender. She is saying ‘I’m cultured’ - raw fish is an acquired taste - ‘I’m open’ - to new exper




                           b           :
               “i’m cultured”
                 “i’m open”
            “i’m adventurous”
iple checkins from others at the same place. This person is an extrovert - karaoke? Really? Only t
ng to be a freelancer. Wednesday morning at 3am?




                            b          :
             “i’m an extrovert”
              “come join me!”
         “i’d like to quit my day
                    job!”
was gorgeous. I post my runs and all sorts of stuff about my fitness all of the time. I tell people




                           b           :
               “i’m athletic”
             “i’m committed”
           “i’m conscientious”
          “i’m kinda awesome”
whelmingly daunting artificial intelligence type of thing to do, right? A sort of “Dave, what are you




                                                                                    ?
     can data have




                                         we can read it (as humans),
                                                but can computers?
ed in psychology circles, are what the academic community has generally agreed upon as the five




            b                                                v
                              the



                                                    indicators
then Extroversion, Agreeableness and Neuroticism. OCEAN! Or CANOE for the Canuck pyscholog



           b             v                            r (BFI)
           • O - Openness
           • C - Conscientiousness
           • E - Extroversion
           • A - Agreeableness
           • N - Neuroticism

    (also rearranged as CANOE for the Canuck psychologists)
r
                                            HIGH OPENNESS
                                   You enjoy having novel experiences

 O - 93                              and seeing things in new ways.
                                       HIGH CONSCIENTIOUSNESS

 C - 69                               You are well-organized, and are
                                                  reliable.

 E - 89                                  HIGH EXTROVERSION
                                   You are extremely outgoing, social,
                                             and energetic.
 A - 57                               MID-LEVEL AGREEABLENESS
                                   You are neither extremely forgiving
 N - 11                                        nor irritable.
                                          LOW NEUROTICSIM
                                   You probably remain calm, even in
                                           tense situations.
overted, mid-level agreeable (don’t mess with me, cause I seem easy going, but I am pretty toug

 http://www.outofservice.com/bigfive/results/?oR=0.95&cR=0.694&eR=0.844&aR=0.694&nR=0.281
High openness indicates an appreciation and desire for a variety of experience.




                              p
                                                      appreciation &
                                                       desire for a
                                                        variety of
                                                       experience
They also eat a wider variety of ethnic foods. People who aren’t as open are the laggards. They st



                                        p
             • early adopters
             • frequent travelers
             • foodies/ethnic foods
                          vs.
             • laggards/buy when
               ‘proven’

             • big brand driven
             • chain restaurants
self-discipline,
                                     responsibility,
                                     and aiming for
                                      achievement

http://www.flickr.com/photos/lostmymind/92967452/
hings done tools, sporting equipment, runkeeper and Suburu’s reign prominently amongst the h




            • sport equipment/
              healthy food

            • organizational tools
            • self help books
            • subaru/mini vans
                        vs.
            • late night check-ins
            • fast food & single
              person ready made
               dinners

            • motorbike/sportscar
r vr
       tendency to
            seek
        stimulation
           in the
       company of
           others
ally rocked Poison. Extroverts have lots of friends, go out often and tend to buy more bright colo


                                      r vr
            • clothing that makes
              you stand out

            • dines/drinks out
              frequently

            • lots of friends/
              tweeting/check-ins

                         vs.
            • lurkers
            • jeans and tees
            • homebody
ghly agreeable types are focused on the good of community rather than being focused on person




                                  r          b
                                                               focused on
                                                                 good of
                                                               community
                                                               rather than
                                                              being focused
                                                               on personal
                                                                  gain
r agreeableness means you want the best deal available, tend towards suburban lifestyle as you g


                                   r           b
            • green/eco products
            • local made
            • collaborative
              consumption

                         vs.
            • best deal available
            • urban/suburban
            • tend towards
              privatization
r
     tendency
      towards
      anxiety,
    suspicion +
      need for
      security
going on on the web and be more likely to take prescription drugs to aid in anxiety and ant-depr


                                         r
            • security purchases
            • privacy concerns
            • anti-depression
              medication, etc.

                         vs.
            • risk takers
            • simple passwords
do skinny jeans have emotional properties or do they need to be combined with other products (like PBR) to signal something




             how would a




                                        p                         measure up?
                                                                                            r
his is not scientific. Just thinking out loud about how this may work. But it needs to work because


                                                                                            ?
                                        basic data:
                                        denim, style no., brand,
                                        price, vendor, size, etc.

                                          BFI score:
                                          O=85, C=35, E=85, A=45,
                                          N=35??
             basic
             data                           cultural context:
                                            combination with other
                                            items, geography, era,
        taste data                          etc.
   cultural context
w                        f w
         br                                          p,
                                              v


Because we DO identify with some brands on a deep emotional level
w                                   f w
                             pr                            p,
                                                     v


http://www.flickr.com/photos/poptartjen/4176952513
...w                r ’ w
              pp                               ?




http://www.orkposters.com/heart.html
contact:

   rbuyosphere
ceo,

e. tara@buyosphere.com
p. 514-679-2951
t. @missrogue
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Emotional Data: hipsters, human beings and mapping of taste data

  • 1. hipsters, human beings and mapping of taste data
  • 2. vr p r Seems that EVERYONE, including hipsters themselves according to recent research published in P
  • 3. e and talent put into the unpacking of hipster culture in a way that allows us to collectively hate t
  • 5. w b -b ? r ? b ? become associated with hipster culture? There are so many different cuts of jeans these days - no
  • 6. heir association with hipsters. Everything from food and beverages like sriracha - a tasty, spicy sa he attention of a group of people who would simultaneously make and break them due to high e r ff p r r • sriracha • unflattering retro gianormous • PBR (pabst blue ribbon) glasses • kanye west • mustaches & beards • indie bands you’ve • trucker hats never heard of + anything that Pitchfork says to • ironic tees love • old skool pumas/ vans + Toms shoes • Iceland
  • 7. let’s talk about enes that leads to the creation of the context around these ostensibly neutral products that are t
  • 8. a LOT of content to the web in highly public ways. Where we are going, where we are, what we a life logging location connections short posts posts photos food questions/answers
  • 9. chologists have been working on since the 60’s: Taste Signaling. Miller says that ‘many products on, we’d put them in a JOURNAL, not online. But what I love the most about this phenomenon is t “ - ” “Many products are signals first and material objects second.” Geoffrey Miller
  • 10. hics, people who like this like that...and these computer programs don’t understand that: a. we a yet... are stupid
  • 11. hering houses on the web to find out what they know about him and, as it turns out, the answer i “Google’s Ads Preferences believes I’m a guy interested in politics, Asian food, perfume, celebrity gossip, animated movies and crime but who doesn’t care about “books & literature” or “people & society.” (So not true.)” Joel Stein Your Data, Yourself Time Magazine, March 21, 2011
  • 12. so back to the nals. When it comes to what people are trying to tell us through what they are posting publicly, w
  • 13. b there is in anything we CHOOSE to post. built in radar for this stuff. The tools we use to post where we are at, what we are doing, what w
  • 14. he sender. She is saying ‘I’m cultured’ - raw fish is an acquired taste - ‘I’m open’ - to new exper b : “i’m cultured” “i’m open” “i’m adventurous”
  • 15. iple checkins from others at the same place. This person is an extrovert - karaoke? Really? Only t ng to be a freelancer. Wednesday morning at 3am? b : “i’m an extrovert” “come join me!” “i’d like to quit my day job!”
  • 16. was gorgeous. I post my runs and all sorts of stuff about my fitness all of the time. I tell people b : “i’m athletic” “i’m committed” “i’m conscientious” “i’m kinda awesome”
  • 17. whelmingly daunting artificial intelligence type of thing to do, right? A sort of “Dave, what are you ? can data have we can read it (as humans), but can computers?
  • 18. ed in psychology circles, are what the academic community has generally agreed upon as the five b v the indicators
  • 19. then Extroversion, Agreeableness and Neuroticism. OCEAN! Or CANOE for the Canuck pyscholog b v r (BFI) • O - Openness • C - Conscientiousness • E - Extroversion • A - Agreeableness • N - Neuroticism (also rearranged as CANOE for the Canuck psychologists)
  • 20. r HIGH OPENNESS You enjoy having novel experiences O - 93 and seeing things in new ways. HIGH CONSCIENTIOUSNESS C - 69 You are well-organized, and are reliable. E - 89 HIGH EXTROVERSION You are extremely outgoing, social, and energetic. A - 57 MID-LEVEL AGREEABLENESS You are neither extremely forgiving N - 11 nor irritable. LOW NEUROTICSIM You probably remain calm, even in tense situations. overted, mid-level agreeable (don’t mess with me, cause I seem easy going, but I am pretty toug http://www.outofservice.com/bigfive/results/?oR=0.95&cR=0.694&eR=0.844&aR=0.694&nR=0.281
  • 21. High openness indicates an appreciation and desire for a variety of experience. p appreciation & desire for a variety of experience
  • 22. They also eat a wider variety of ethnic foods. People who aren’t as open are the laggards. They st p • early adopters • frequent travelers • foodies/ethnic foods vs. • laggards/buy when ‘proven’ • big brand driven • chain restaurants
  • 23. self-discipline, responsibility, and aiming for achievement http://www.flickr.com/photos/lostmymind/92967452/
  • 24. hings done tools, sporting equipment, runkeeper and Suburu’s reign prominently amongst the h • sport equipment/ healthy food • organizational tools • self help books • subaru/mini vans vs. • late night check-ins • fast food & single person ready made dinners • motorbike/sportscar
  • 25. r vr tendency to seek stimulation in the company of others
  • 26. ally rocked Poison. Extroverts have lots of friends, go out often and tend to buy more bright colo r vr • clothing that makes you stand out • dines/drinks out frequently • lots of friends/ tweeting/check-ins vs. • lurkers • jeans and tees • homebody
  • 27. ghly agreeable types are focused on the good of community rather than being focused on person r b focused on good of community rather than being focused on personal gain
  • 28. r agreeableness means you want the best deal available, tend towards suburban lifestyle as you g r b • green/eco products • local made • collaborative consumption vs. • best deal available • urban/suburban • tend towards privatization
  • 29. r tendency towards anxiety, suspicion + need for security
  • 30. going on on the web and be more likely to take prescription drugs to aid in anxiety and ant-depr r • security purchases • privacy concerns • anti-depression medication, etc. vs. • risk takers • simple passwords
  • 31. do skinny jeans have emotional properties or do they need to be combined with other products (like PBR) to signal something how would a p measure up? r
  • 32. his is not scientific. Just thinking out loud about how this may work. But it needs to work because ? basic data: denim, style no., brand, price, vendor, size, etc. BFI score: O=85, C=35, E=85, A=45, N=35?? basic data cultural context: combination with other items, geography, era, taste data etc. cultural context
  • 33. w f w br p, v Because we DO identify with some brands on a deep emotional level
  • 34. w f w pr p, v http://www.flickr.com/photos/poptartjen/4176952513
  • 35. ...w r ’ w pp ? http://www.orkposters.com/heart.html
  • 36. contact: rbuyosphere ceo, e. tara@buyosphere.com p. 514-679-2951 t. @missrogue