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