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David Mattin, Trendwatching: Tracking future-defining tech & consumer shifts @ ad:tech 2016
This document outlines 4 digital consumer trends for 2017: 1) The virtual experience economy, where digital experiences like VR and AR become a status symbol. 2) Motivated mindlessness, where consumers use AI to outsource self-improvement planning and coaching. 3) Incognito individuals, where consumers embrace anonymity to be their true selves on new platforms and services. 4) Humans renewed, where brands prove technology enhances human life by developing tech solutions that enrich people.
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David Mattin, Trendwatching: Tracking future-defining tech & consumer shifts @ ad:tech 2016
- 1. WELCOME! Four digital-fueled consumer trendsfor 2017! David Mattin Global Head of Trends & Insights TrendWatching
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- 13. YOU GET FORESIGHT …bywatching the innovations that set new customer expectations!
- 14. TrendWatching’s Insight Network Uncoveringthe new, the next and the novel
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- 16. ON TO THETRENDS!
- 17. SO IT HAPPENED… BUTWHAT DOES IT MEAN?
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- 22. In 2017, digital– including VR and AR – experiences become a real status currency for millions of consumers worldwide. VIRTUAL EXPERIENCE ECONOMY
- 23. POKÉMON GO Globalphenomenon provides (super-fun!) chance for status display
- 24. HIPSTERS DO THEIRTHING
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- 27. THE VOID VRtheme park opens Ghostbusters experience in Times Square
- 28. NO MAN’S SKYGame is set in near-infinite universe THINK EXPECTATIONS!
- 30. THE BROOKHAVEN EXPERIMENTS VR zombieshooter is freaking terrifying
- 32. GOOGLE App forvirtual reality painting
- 33. LIGHTBULB MOMENT Can youcreate virtual experiences that are a REAL status currency?
- 34. THE ULTIMATE INSTATUS…
- 35. BUT AI ISSMARTER THAN ME…
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- 37. Consumers, accustomed toAI- fueled assistance, seek to outsource the willpower, planning and coaching needed to self-improve. MOTIVATED MINDLESSNESS
- 38. GOOGLE GOALS Calendarfeature helps users meet their goals
- 39. VI Personal trainingdevice uses AI
- 40. AVA Intelligent eatingassistant helps users eat more healthily
- 41. LIGHTBULB MOMENT How canyou use AI to let consumers outsource self- improvement planning, willpower and coaching?
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- 46. INCOGNITO INDIVIDUALS In 2017,consumers will embrace new tools, services and platforms that enable them to strip away the identity imposed on them by demographic circumstance, and be their true selves.
- 47. BLIND App letscolleagues talk anonymously
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- 49. Anonymous chat appuses AI to filter out abusive postsCANDID
- 50. ANTIPERSONA App allowsusers to experience social media from anyone’s point of view
- 52. LIGHTBULB MOMENT How canyou create platforms and tools that use anonymity to set users FREE?
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- 57. In 2017, smartbrands will prove that they understand tech can and should RENEW us all, by rolling tech-powered solutions that enrich human life. HUMANS RENEWED
- 58. PUBLIC SPEAKING VR Virtual audiencehelps people practice public speaking
- 59. ZENBO Voice-controlled householdrobot is not as stupid as it looks
- 60. DONOTPAY AI chatbotlawyer helps homeless people find housing
- 61. LIGHTBULB MOMENT How canyou prove that you will use tech to RENEW humans?
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- 63. A NEW WAYOF SEEING
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Editor's Notes
- #3 ‘Fine, you’re showing me all these innovations, but won’t most of them fail? How do I know which will really succeed?’ The thing is, when we’re looking at expectations, success or failure is not the point. To make that clear, I want to super-quickly show you three phones.
- #8 But Pokemon Go came along and changed the way we view the world. There could be a slowpoke in your driveway… or a charizard overy on your colleagues desks! Is anyone still playing it here?
- #11 BUT On the other hand there is human nature, whicn fundamentally does not change much over time. Human beings are driven by this set of BASIC NEEDS & WANTS – think safety, fun, value, connection– they don’t change from month to month, or season to season.
- #12 The third strand of this model is INNOVATIONS. They play a central role in our methodology. We can see trends emerge via the new innovations that address these BASIC NEEDS in novel ways.
- #13 The three fundamental elements – basic needs, external change and innovations – will help you understand trends. But sensing where and how these come together to form new levels of customer expectation will help you act on trends. That’s because identifying what the people embracing the brands, products and services that embody the trend now want and even expect is the best way to spot the potential opportunities within a trend.
- #15 You’re going to see examples of today’s trends from all over the world. We couldn’t pull off that global reach at a local level without the help of our spotter network – sending us examples from Boston to Beijing.
- #28 In July 2016, immersive virtual reality theme park The Void opened a Ghostbusters experience at Madame Tussauds Wax Museum in New York City's Time Square. Timed to coincide with the release of the movie reboot, the 12-minute Ghostbusters: Dimension experience saw participants don VR headsets and haptic vests, and walk freely around a stage set to capture virtual ghosts. The Void say they plan to create similar experiences around the world. Link: https://ghostbusters.madametussauds.com/
- #31 Launched July 2016 for HTC Vive.
- #33 May 2016 saw Google launch Tilt Brush, an app for the HTV Vive VR headset. The app allows the user to 'paint' in three dimensions, using a simple handheld controller as the 'brush'. Brushes – including ink, snow and smoke effects – and colors are selected from a virtual palette. Users can share their creations as animated GIFs. Link: https://www.tiltbrush.com
- #34 If you’re talking Internet of Things, remember to also be talking basic human needs! The same goes for all discussions of tech!
- #39 In April 2016, Google introduced the Goals [LINK: https://googleblog.blogspot.co.uk/2016/04/find-time-goals-google-calendar.html] feature to its Calendar app. The function uses machine learning to help users schedule and stick to self-improvement activities. Users add a personal objective to their daily calendar, such as: ‘do more exercise’ or ‘practise a language’. The app asks questions and identifies appropriate windows in the user’s schedule Users can defer a goal, and the app will reschedule for another appropriate date. Over time, Google Goals will become better at learning the schedules a user is most likely to stick to.
- #40 Raising more than USD 1.7 million on Kickstarter in July 2016, Vi [LINK: https://getvi.com/] is a personal training device that uses AI to help users meet their weight loss and training goals. The neckband device uses biosensing earphones to collect data, and creates personalized fitness plans in real-time, based on the user’s location, speed, heart rate and cadence. Vi can relay real-time data such as breathing and heartrate on request, and also offer real-time advice to help a user keep pace or know when they should slow down due to fatigue. US-based makers LifeBeam say the Vi is 'the world's first AI personal trainer'.
- #41 US-based AVA [LINK: http://www.eatwithava.com/] is an intelligent eating assistant that uses a combination of image recognition, AI and nutritionists to help people eat more healthily. Users take a photo of their food, send it to AVA and receive nutritional and caloric information about their meal. All data is automatically added to a personal food journal; AVA also generates meal suggestions, based on individual habits and data drawn from a database of around 50,000 meals. In June 2016, AVA raised USD 3 million in seed funding following a private beta launch in Q1 2016.
- #42 If you’re talking Internet of Things, remember to also be talking basic human needs! The same goes for all discussions of tech!
- #48 https://techcrunch.com/2015/10/30/talk-with-your-colleagues-anonymously-with-blind/
- #50 Machine learning used to filter out abusive posts or content… Available to download from July 2016, US-based Candid is a chat app allowing users to anonymously discuss topics with friends and strangers. To avoid the harassment and abuse that often comes with anonymous sharing, Candid developed machine learning algorithms that analyze posts and filter out abusive and inflammatory content. All posts that are flagged are then reviewed by a member of the Candid team. The algorithm also identities potentially unsubstantiated rumors, which are then cross-checked with web and Twitter data. Link: https://becandid.com/
- #51 Available to download from January 2016, Antipersona enables users to experience Twitter from another user’s perspective. Users can select any Twitter user they would like to discover, and receive the same alerts, retweets, notifications and follows that individual receives.
- #52 Think disguising or MASKING your identity is niche? Tell that to 3 million plus monthly users in Australia loving Snapchat’s lens and filters! They are playfully subverting their identiy with AR and getting totally used to it! Btw – Facebook, FAR BIGGER audience, is integrating filters into LIVE video streams Source: http://www.businessinsider.com.au/this-is-how-many-people-use-snapchat-linkedin-twitter-and-facebook-in-australia-2016-3
- #53 If you’re talking Internet of Things, remember to also be talking basic human needs! The same goes for all discussions of tech!
- #55 April 2016 saw ING unveil The Next Rembrandt: a 3D-printed painting created based on big data and generated via computer algorithms. Data scientists, engineers and art historians were involved in the project which resulted in scanning Rembrandt’s complete body of work to create a painting mimicking the look of an actual new work by the artist. Designed to create a conversation about the relationship between art and technology, the Dutch bank’s portrait consists of over 148 million pixels, based on 168,263 painting fragments. The Next Rembrandt won Grands Prix in both Creative Data and Cyber at Cannes Lions 2016.
- #59 Public Speaking VR – a free mobile app launched in February 2016 by London based VirtualSpeech – allows people to practice public speaking in front of a virtual audience. Available for Google Cardboard, the 360-degree app enables users to speak to small or large audiences in a variety of locations, adding their own presentation slides to a virtual screen. The screen helps the speaker to keep track of time while learning to deal with distractions and make eye contact with the audience.
- #60 http://www.theverge.com/2016/5/30/11810102/asus-zenbo-home-helper-robot
- #61 In August 2016 Stanford University student Joshua Browder expanded the capabilities of his DoNotPay [LINK: http://www.donotpay.co.uk/signup.php] chatbot lawyer to include help for peolpe in the UK who are homeless or have been evicted from their public housing. The chatbot asks users basic questions to ascertain whether or not they are homeless and how they became homeless, before offering advice, often in the form of a letter they can send to the relevant authority to apply for emergency housing. The bot uses data gathered via a Freedom of Information act request to draft the best letter for each individual. DoNotPay was initially launched in February 2016 and focused on parking tickets; it won public attention after successfully appealing 160,000 tickets issued to UK drivers.
- #62 If you’re talking Internet of Things, remember to also be talking basic human needs! The same goes for all discussions of tech!
- #63 STATUS SEEKERS The relentless, often subconscious, yet ever-present force that underpins almost all consumer behavior BETTERMENT The universal quest for self-improvement YOUNIVERSE Make your consumers the center of their YOUNIVERSE LOCAL LOVE Why ‘local’ is, and will remain, loved PLAYSUMERS Who said business had to be boring? EPHEMERAL Why consumers will embrace the here, the now, and the soon-to-be-gone HELPFUL Be part of the solution, not the problem JOYNING The eternal desire for connection, and the many (new) ways it can be satisfied HUMAN BRANDS Why personality and purpose will mean profit BETTER BUSINESS Why ‘good’ business will be good for business UBITECH The ever-greater pervasiveness of technology INFOLUST Why consumers’ voracious appetite for (even more) information will only grow FUZZYNOMICS The divisions between producers and consumers, brands and customers will continue to blur PRICING PANDEMONIUM Pricing: more fluid and flexible than ever POST-DEMOGRAPHIC Welcome to the age of disrupted demographics REMAPPED The epic power shifts in the global economy
- #66 BUT On the other hand there is human nature, whicn fundamentally does not change much over time. Human beings are driven by this set of BASIC NEEDS & WANTS – think safety, fun, value, connection– they don’t change from month to month, or season to season.
- #67 The three fundamental elements – basic needs, external change and innovations – will help you understand trends. But sensing where and how these come together to form new levels of customer expectation will help you act on trends. That’s because identifying what the people embracing the brands, products and services that embody the trend now want and even expect is the best way to spot the potential opportunities within a trend.