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TIM STOCK SUMMER 20151
week 2
Parsons School of Design Summer Intensive Seminar
understanding trends
TIM STOCK SUMMER 20155
past present futurepatterns patterns
not cool
cool
trend analysis leverages insight into how things changethey are about human behavior (how can we analyze that?)
not cool
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culturebrand
codes
PRODUCT DESIGN
BRAND ARCHITECTURE
BRAND COMMUNICATION
BELIEFS
RITUALS
SYMBOLS
MEANING
innovation is a mating game we need to synchronize with cultural signals and conspire in future stories
TIM STOCK SUMMER 20159
culturebrand
codes
BELIEFS
RITUALS
SYMBOLS
MEANING
innovation is a mating game we need to synchronize with cultural signals and conspire in future stories
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language patternstime
the mechanics of culture key elements for understanding change
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social groups propogate ideology (meaning evolves)
BELIEFS MEANINGRITUALSYMBOLS ARTIFACTS
Aa
b
c
de
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CULTURE IS A COGNITIVE PROCESS our analysis must uncover the cognitive systems that drive trends
code
LANGUAGE
past present future
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the signals that give stuff meaning how culture is
operating
craft
retro
guilt
LANGUAGE
finding the codes of cultureclues to how culture is operating reside in the language within the artifacts that we consume
CODES
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code
code
LANGUAGE
THE LANGUAGE AND CODES IN YOUR FRIDGElearning to read the meaning of what we buy, use and share
Photographer Mark Menjivar
past present future
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1950 1970 1990 2015
beards
analyzing beards over time does the meaning change? why?
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analyzing beards the key is knowing how to find signals that index future value before everyone else finds them too.
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past present futurepatterns patterns
analyzing cronuts the language within cronuts reveals the real story
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ritualssymbols
boulangeries rising what is the language? what does it tell us?
code
code
language
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food trucks rising what is the language? what does it tell us?
code
language
ritualssymbols
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symbol
zeitgeist badge
ritual
visualizing culture as a dynamic system
“you need to see things this way”
“i’ll have what she’s having”
“look what i have”
“show me how to do that”
26
TIM STOCK SUMMER 2015
symbol
zeitgeist badge
ritual
these patterns reveal how new language is formed
“you need to see things this way”
“i’ll have what she’s having”
“look what i have”
“show me how to do that”
28
the pattern of aspiration
the pattern of dissent
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analytical expressive
coun
ter
collective
innovators
sym
bolic
the early innovatorscommunitykinship breeding adoption
actioninfluencerstrend conditions give status
identitymass market
easy to join inzeitg
eist
product & service innovation in sync with culture
TIM STOCK SUMMER 2015
culture mapping the evolution of organic31
the pattern of aspiration
the pattern of dissent
Organic FarmingPolitics Community Food Co-Ops Cookbooks
Localized Chains
New Urbanism
organic
LabeledMass Retail
TIM STOCK SUMMER 2015
“you need to see things this way”
“i’ll have what she’s having” “look what i
have”
“show me how to do that”
35
culture mapping coffee in 2015 predicting the future depends on seeing the patterns
local coffee houses
coffee
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what happened that changed perception in 2008?
[simple]
[complex]
code
code
LANGUAGE
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SHARING TABLES
43
START BY SOURCING EMERGING CULTURAL LANGUAGE
GREEN MARKETS
LOCAL
TRANSPARENT
PHYSICAL
CRAFT
SOCIAL
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START BY SOURCING EMERGING CULTURAL LANGUAGE
GROWLERS
BOULANGARIES
LOCAL
CRAFT
PHYSICAL
LOCAL
CRAFT
PHYSICAL
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TRANSLATING CODES INTO NEW RETAIL PLATFORMS
STARBUCKS VERISMO
CONVERSATION
LOCAL