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Understanding Trends and Culture

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week 2 understanding trends Parsons  School  of  Design  Summer  Intensive  Seminar TIM STOCK 1 SUMMER 2015


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what words come to mind? how do you define a trend? TIM STOCK 2 SUMMER 2015


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first tip: always consult a good dictionary TIM STOCK 3 SUMMER 2015


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past future present patterns patterns trends evolve over time TIM STOCK 4 SUMMER 2015


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cool not cool not cool past future present patterns patterns trend analysis leverages insight into how things change they are about human behavior (how can we analyze that?) TIM STOCK 5 SUMMER 2015


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trendspotting vs. trend analysis TIM STOCK 6 is there a difference? SUMMER 2015


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a skimming the surface to capitalize on culture trendspotting leads to fads TIM STOCK 7 SUMMER 2015


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codes BELIEFS SYMBOLS PRODUCT DESIGN culture RITUALS BRAND ARCHITECTURE BRAND COMMUNICATION MEANING innovation is a mating game TIM STOCK brand we need to synchronize with cultural signals and conspire in future stories 8 SUMMER 2015


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codes BELIEFS SYMBOLS culture RITUALS brand MEANING innovation is a mating game TIM STOCK we need to synchronize with cultural signals and conspire in future stories 9 SUMMER 2015


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Culture trends are about “why” more than “what” TIM STOCK 10 SUMMER 2015


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time language the mechanics of culture TIM STOCK patterns key elements for understanding change 11 SUMMER 2015


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CULTURAL SIGNALS MIGRATE IN SMALL NETWORKS TIM STOCK 12 SUMMER 2015


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c A a e d b SYMBOLS BELIEFS ARTIFACTS RITUAL MEANING social groups propogate ideology (meaning evolves) TIM STOCK 13 SUMMER 2015


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code LANGUAGE past present CULTURE IS A COGNITIVE PROCESS TIM STOCK 14 future our analysis must uncover the cognitive systems that drive trends SUMMER 2015


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craft retro guilt LANGUAGE CODES the signals that give stuff meaning how culture is operating finding the codes of culture TIM STOCK 15 clues to how culture is operating reside in the language within the artifacts that we consume SUMMER 2015


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code code LANGUAGE past present future Photographer Mark Menjivar THE LANGUAGE AND CODES IN YOUR FRIDGE TIM STOCK 16 learning to read the meaning of what we buy, use and share SUMMER 2015


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analyzing beards TIM STOCK why have beards trended over the last five years? 17 SUMMER 2015


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beards 1970 1950 1990 does the meaning change? why? analyzing beards over time TIM STOCK 2015 18 SUMMER 2015


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analyzing the state of the human condition beards are plot points TIM STOCK 19 SUMMER 2015


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analyzing beards as ngrams TIM STOCK 20 does the meaning change? why? SUMMER 2015


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analyzing beards TIM STOCK the key is knowing how to find signals that index future value before everyone else finds them too. 21 SUMMER 2015


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past patterns patterns the language within cronuts reveals the real story analyzing cronuts TIM STOCK future present 22 SUMMER 2015


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code symbols rituals language code what is the language? what does it tell us? boulangeries rising TIM STOCK 23 SUMMER 2015


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code symbols rituals language what is the language? what does it tell us? food trucks rising TIM STOCK 24 SUMMER 2015


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diffusion limits how to visualize the structure of trends TIM STOCK 25 SUMMER 2015


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“i’ll have what she’s having” zeitgeist “you need to see things this way” badge ritual symbol “look what i have” “show me how to do that” visualizing culture as a dynamic system TIM STOCK 26 SUMMER 2015


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visualizing culture as a dynamic system TIM STOCK 27 SUMMER 2015


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“i’ll have what she’s having” zeitgeist badge the pattern of aspiration the pattern of dissent “you need to see things this way” “look what i have” ritual symbol “show me how to do that” these patterns reveal how new language is formed TIM STOCK 28 SUMMER 2015


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zeitgeist influencers easy to join in trend conditions give status expressive innovators community kinship breeding adoption counter the early innovators action symbolic analytical identity collective mass market product & service innovation in sync with culture TIM STOCK 29 SUMMER 2015


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why do all hipsters look the same? TIM STOCK 30 SUMMER 2015


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New Urbanism Mass Retail Labeled the pattern of dissent Politics Localized Chains the pattern of aspiration organic Community Food Co-Ops Organic Farming Cookbooks culture mapping the evolution of organic TIM STOCK 31 SUMMER 2015


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do we drink more coffee today than in 1945? TIM STOCK 32 SUMMER 2015


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we actually drank more coffee in 1945 TIM STOCK 33 (bad coffee… but coffee) SUMMER 2015


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the ideology of coffee over time TIM STOCK 34 how does the meaning change? why? SUMMER 2015


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“i’ll have what she’s having” “look what i have” coffee local coffee houses “you need to see things this way” “show me how to do that” culture mapping coffee in 2015 TIM STOCK 35 predicting the future depends on seeing the patterns SUMMER 2015


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starbucks was caught off guard in 2008 TIM STOCK 36 SUMMER 2015


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code language the consumer’s perception is the brand’s meaning TIM STOCK 37 SUMMER 2015


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the consumer’s perception is the brand’s meaning TIM STOCK 38 SUMMER 2015


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[complex] code code [simple] LANGUAGE what happened that changed perception in 2008? TIM STOCK 39 SUMMER 2015


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the consumer’s perception is the brand’s meaning TIM STOCK 40 SUMMER 2015


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french is back TIM STOCK 41 SUMMER 2015


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how does the brand regain authenticity? TIM STOCK 42 SUMMER 2015


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SHARING TABLES SOCIAL CRAFT GREEN MARKETS PHYSICAL LOCAL TRANSPARENT START BY SOURCING EMERGING CULTURAL LANGUAGE TIM STOCK 43 SUMMER 2015


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BOULANGARIES LOCAL PHYSICAL CRAFT GROWLERS CRAFT LOCAL PHYSICAL START BY SOURCING EMERGING CULTURAL LANGUAGE TIM STOCK 44 SUMMER 2015


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STARBUCKS RETAIL 3RD PLACE TRANSLATING CODES INTO NEW RETAIL PLATFORMS TIM STOCK 45 SUMMER 2015


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TECHNIQUE new competition grows on cultural believability TIM STOCK 46 SUMMER 2015


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TECHNIQUE new competition grows on cultural believability TIM STOCK 47 SUMMER 2015


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PREMIUM TECHNIQUE starbucks works to catch up on these cultural signals TIM STOCK 48 SUMMER 2015


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STARBUCKS VERISMO CONVERSATION LOCAL TRANSLATING CODES INTO NEW RETAIL PLATFORMS TIM STOCK 49 SUMMER 2015


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STARBUCKS EXPRESS SIMPLE as well as platforms that focus the zeitgeist TIM STOCK 50 SUMMER 2015


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how would starbucks map opportunity in china? TIM STOCK 51 SUMMER 2015


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tomorrow Meet at Metropolitan Museum of art by 10:15am at the visitors desk TIM STOCK 52 SUMMER 2015


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