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Visualizing Culture (IIeX LA)

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A talk being given at Auditorio Blackberry in Mexico City on April 15th.

Published in: Business

Visualizing Culture (IIeX LA)

  1. 1. scenarioDNA connecting ideas to culture visualizing CultureIIeX  2015  La+n  America,  Mexico  City 1 Tim  Stock,  scenarioDNA
  2. 2. scenarioDNA connecting ideas to culture 2 i study culturehello, i am an anthropologist
  3. 3. scenarioDNA connecting ideas to culture 3 i also study networks
  4. 4. scenarioDNA connecting ideas to culture 4 the trouble with icebergs solitary? immutable? known/ unknown?
  5. 5. scenarioDNA connecting ideas to culture markets are dynamic systems 5
  6. 6. scenarioDNA connecting ideas to culture 6 icebergs reveal the frozen state of current research static SEGMENTS output over analysis one off METHODS
  7. 7. scenarioDNA connecting ideas to culture 7 growth in GDP in the last decade growing x2 50% aspirational growth in the middle class in the last decade 80% urban of overall Latin American population live in cities latin america a highly Dynamic market
  8. 8. scenarioDNA connecting ideas to culture 8 dynamic markets demand a reboot analytics anthropology
  9. 9. scenarioDNA connecting ideas to culture 9 we need to visualize culture
  10. 10. scenarioDNA connecting ideas to culture 10 collective progressive analytic expressive symbol zeitgeist badge ritual patterns migration we need to see culture as a system CULTURE MAPPING
  11. 11. scenarioDNA connecting ideas to culture 11 organic food as a cultural system the pattern of aspiration the pattern of dissent zeitgeist badgeritual symbol 1940s 1970s 1980s-2000s 2010s organic farming everyday organic affirming aspirational codes food co-ops, cookbooks and restaurants ORGANIC FOOD collective progressive analytic expressive
  12. 12. scenarioDNA connecting ideas to culture 12 coffee as a cultural system in mexico collective progressive analytic expressive LOCAL COFFEE SHOPS COFFEE the community relevance is cast here outside vs. inside brands compete for zeitgeist where new narratives begin what I tell my friends zeitgeist badgeritual symbol the pattern of aspiration the pattern of dissent
  13. 13. scenarioDNA connecting ideas to culture 13 a place to meet (less about the coffee) growing things right Brazil Costa Rica Chile trading up from instant for real beans Mexico curated experiences to compete with local shops starbucks as a cultural system across LAtam zeitgeist badgeritual symbol collective progressive analytic expressive
  14. 14. scenarioDNA connecting ideas to culture 14 Galaxy s5 iPhone 6 Plus HTC One M8LG G3 MOBILE mobile as a cultural system in mexico “simple is the new smart” “eye experience” out of box experience ultimate selfie machine “expect more” make it your own “bigger than bigger” professional technique zeitgeist badgeritual symbol collective progressive analytic expressive
  15. 15. scenarioDNA connecting ideas to culture 15 deductiveinductiveover (get comfortable with uncertainty in research analysis)
  16. 16. scenarioDNA connecting ideas to culture 16 scalabilitysustainabilityover (don’t destroy the path to insight by exhausting channels)
  17. 17. scenarioDNA connecting ideas to culture 17 generalizedlocalized over (don’t overreach in assumptions about how people will behave)
  18. 18. scenarioDNA connecting ideas to culture 18 we are not doing it all wrong
  19. 19. scenarioDNA connecting ideas to culture 19 we are seeing it all wrong
  20. 20. scenarioDNA connecting ideas to culture 20 so the next time you see an iceberg
  21. 21. scenarioDNA connecting ideas to culture 21 see it as part of a moving and evolving system
  22. 22. scenarioDNA connecting ideas to culture 22 a dynamic system that demands more from our research
  23. 23. scenarioDNA connecting ideas to culture thank you. 23 Email @timstock timstock@scenariodna.com

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