Culture Mapping Data to Uncover Behavioral Archetypes & Ideologies (IIeX Behavior 2017)
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a talk that was given at IIeX Behavior Science in Chicago November 8th, 2017.
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Culture Mapping Data to Uncover Behavioral Archetypes & Ideologies (IIeX Behavior 2017)
- 1. CULTURE MAPPING DATA TO UNCOVER BEHAVIORAL ARCHETYPES & IDEOLOGIES scenarioDNA anthropology meets data science
- 2. Do we really need research? 2scenarioDNA "Our friends up north spend over $5bn on research and development and all they seem to do is copy Google and Apple." - Steve Jobs in 2006
- 3. We are trying to make humans fit a machine model 3scenarioDNA Most research methods underestimate the complexity behind the way humans process the world around them.
- 4. Welcome to the age of ambiguity 4scenarioDNA Research must catch up to the role it must play.
- 5. Culture is at the heart of everything companies must understand and do 5scenarioDNA We need to get smarter about what we consider culture and how we measure it.
- 6. Recent acquisitions reflect this call for culture 6scenarioDNA Nestle announced it has taken a 68% stake in Blue Bottle Coffee. Kellogg’s has announced it will buy RXBAR for $600 million.
- 7. Culture is a system (not a target) 7scenarioDNA The profound opportunity for insight is in the cultural patterns of adoption and adaptation.
- 8. Context is the critical element to understand language and culture 8scenarioDNA Our methods must evolve to track how language emerges and why it changes over time.
- 9. Anthropologists with a data science patent 9scenarioDNA Our Culture Mapping helps us organize and make sense of the ongoing influx of cultural data and trends by looking at language in all its forms -- both words and images, from visual to auditory. A System & Method of Culture Mapping
- 10. We leverage language as our most powerful form of human data Capturing and analyzing naturally occurring data sources offers a richer view of how society is really working. 10scenarioDNA words images gestures sounds
- 11. STATIC PROGRESSIVE ANALYTIC EXPRESSIVE Low touch Resist societal norms Affirm societal norms High touch 4 zeitgeist 3 21 ritual identity symbol cultural saturation social propagation setting the language wiring the behavior Culture Mapping structures this data as a system view of cultural change Our matrix provides a logical framework for how language changes over time. 11scenarioDNA
- 12. TECHNIQUE SATURATIONVISION ASPIRATION 12scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 Our matrix provides a humanized logic for analyst and machine collaboration words images gestures sounds Analyst + Machine Learning 12scenarioDNA
- 13. We can train machines with these patterns and develop useful AI frames 13scenarioDNA The foundation of good artificial intelligence (AI) is a testable framework of measurement that can be scaled in the context of ongoing change.
- 14. Behavior requires two related points 14scenarioDNA If we want to translate the data we gather into meaningful narratives, we need to understand how these relationships are working. A B here not there Meanings emerge only in relationship between data points.
- 15. TECHNIQUE SATURATIONVISION ASPIRATION ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Meaningful stories emerge from the patterns We can see how words change meaning as they become associated with other words. These patterns shape a narrative framework that be modelled to predict future scenarios. +4,-4 -4, -3 -5, +3 15scenarioDNA
- 17. TECHNIQUE SATURATIONVISION ASPIRATION ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Patterns of dissent and aspiration are fundamental activators of social change Pattern of dissent Pattern of aspiration saturation knowledge new meaning new currency 17scenarioDNA
- 18. We can map Jungian archetypes as a foundation to reflect the narrative patterns 18scenarioDNA
- 19. TECHNIQUE SATURATIONVISION ASPIRATION 19scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Unique strings of language correlate with these Jungian archetypes This structure can be leveraged with new datasets and to test patterns in language using computational linguistics. THE RULER THE EVERYMAN THE CAREGIVER THE INNOCENT THE LOVER THE HERO THE JESTER THE CREATORTHE EXPLORER THE MAGICIAN THE SAGE THE REBEL
- 20. Food trends can be most effectively measured as an ideological system 20scenarioDNA
- 21. Statistics miss the ideological role brands play There is more than growth to measure if you want to anticipate emerging trends and potential dilution. 21scenarioDNA
- 22. TECHNIQUE SATURATIONVISION ASPIRATION +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Visualizing food trends as a system of evolving ideologies 22scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC We can visualize and measure how smaller cultural signals are being adopted as well as track dissenting response to dilution of meaning. THE IDEALISTS THE AUTOMATICS THE ARTISANS THE PRESENTERS Food as ideal Food as creativity Food as social currencyFood as policy Pattern of dissent Pattern of aspiration
- 23. TECHNIQUE SATURATIONVISION ASPIRATION +4,-4 +4,-3 +4,-5 +4,-6 +4,-2 +4,-1 +3-4 +4,-3 +3,-5 +3,-6 +3,-2 +3,-1 +2-4 +2,-3 +2,-5 +2,-6 +2,-2 +2,-1 +1-4 +1,-3 +1,-5 +1,-6 +1,-2 +1,-1 +5,-4 +5,-3 +5,-5 +5,-6 +5,-2 +5,-1 +6,-4 +6,-3 +6,-5 +6,-6 +6,-2 +6,-1 +7,-4 +7,-3 +7,-5 +7,-6 +7,-2 +7,-1 +4,+3 +4,+4 +4,+2 +4,+1 +4,+5 +4,+6 +3+3 +3,+4 +3,+2 +3,+1 +3,+5 +3,+6 +2,+3 +2,+4 +2,+2 +2,+1 +2,+5 +2,+6 +1+3 +1,+4 +1,+2 +1,+1 +1,+5 +1,+6 +5,+3 +5,+4 +5,+2 +5,+1 +5,+5 +5,+6 +6,+3 +6,+4 +6,+2 +6,+1 +6,+5 +6,+6 +7,+3 +7,+4 +7,+2 +7,+1 +7,+5 +7,+6 -4,+4 -4,+3 -4,+5 -4,+6 -4,+2 -4,+1 -3,+3 -3,+4 -3,+2 -3,+1 -3,+5 -3,+6 -2+3 -2,+4 -2,+2 -2,+1 -2,+5 -2,+6 -1+3 -1,+4 -1,+2 -1,+1 -1,+5 -1,+6 -5,+3 -5,+4 -5,+2 -5,+1 -5,+5 -5,+6 -6,+3 -6,+4 -6,+2 -6,+1 -6,+5 -6,+6 -7,+3 -7,+4 -7,+2 -7,+1 -7,+5 -7,+6 -4,-4 -4,-3 -4,-5 -4,-6 -4,-2 -4,-1 -3-4 -4,-3 -3,-5 -3,-6 -3,-2 -3,-1 -2-4 -2,-3 -2,-5 -2,-6 -2,-2 -2,-1 -1-4 -1,-3 -1,-5 -1,-6 -1,-2 -1,-1 -5,-4 -5,-3 -5,-5 -5,-6 -5,-2 -5,-1 -6,-4 -6,-3 -6,-5 -6,-6 -6,-2 -6,-1 -7,-4 -7,-3 -7,-5 -7,-6 -7,-2 -7,-1 Imagery reveals important unspoken truths 23scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC The connotation of imagery is critical to understanding context and how trends are evolving. #zerohunger #edibleinsects #goodcarbs#everydaycooking
- 24. Elusive and dynamic markets chart the path for today’s research Markets like South Korea, China and Japan present unique challenges when gathering insights. 24scenarioDNA
- 25. Methods that elevate ethnography to anthropology These cognitive frameworks structure recruitment and ethnography to be cross-correlated to broader datasets. Nuances in fieldwork can be understood in real time and statistically validated. 25scenarioDNA TECHNIQUE SATURATIONVISION ASPIRATION Verbatims from fieldwork transcripts n-gram
- 26. Research is more essential than ever 26scenarioDNA
- 27. We need bridges more than disruption New technology is currently outpacing ways to effectively frame it. 27scenarioDNA
- 28. We must frame key performance indicators (KPIs) in the context of culture 28scenarioDNA Social expression and adaptive behavior must be at the center of how we develop sustainable growth for brands.
- 29. We need human intelligence to lead artificial intelligence 29scenarioDNA