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The Patterns of CultureStrategic Design & Management Summer 2014

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trend analytics - reading and patterning signals

LANGUAGE CODES CULTURE STORY

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TREND FORCES

PERCEPTION/BEHAVIOR

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analyzing language on the social webunderstanding how language evolves in context is critical to transformative consumer intelligence

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Google Ngrama tool that allows to test linguistic patterning on a large corpus of scanned texts

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Google Ngram as a cultural analytics toolgoogle Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts

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victory gardens - expressed language

1940

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PERCEPTION/BEHAVIOR

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victory gardens as an Ngram visualization

1939 1970TREND

FORCES

austerity

sustainability

meaning

forces

meaning

forces

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1969 1981

drug culture as expressed languagewhat trend forces correlate to the peaks in narrative?

8

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TREND FORCES

PERCEPTION/BEHAVIOR

9

drug culture as an Ngram index

1965 1980

status

rebellion

meaning meaning

forces forces

marijuana

cocainelocal

global

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1970s

hip-hop - tracking expressed language

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TREND FORCES

PERCEPTION/BEHAVIOR

11

1975 1985 1995 2005

what forces shaped the rise in language?1. how has the

meaning evolved?2.

meaning meaning meaning

forces forces forces

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2014

hip-hop - meaning evolves as past symbolic expression becomes common vernacular

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aspiration culture - patterns in language

1980s

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cellphone as totem - identifying hidden meaning

LANGUAGE

TREND FORCES

CODES

CULTURE

1980s

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PERCEPTION/BEHAVIOR

TREND FORCES

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LANGUAGE

TREND FORCES

CODES

CULTURE

LANGUAGE

TREND FORCES

CODES

CULTURE

LANGUAGE

TREND FORCES

CODES

CULTURE

80s

meaning

forces

meaning

forces

meaning

forces90s 00s

cellphone as signifier - the context of signals

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yuppie culture - cultural systems / connotation

LANGUAGE

TREND FORCES

CODES

CULTURE

1980s

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yuppie culture - cultural systems / connotation

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PERCEPTION/BEHAVIOR

TREND FORCES

economic boom + new urbanism

sushicappuccino

1985

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status + fraternity + rank

yuppie culture - cultural systems / connotation

meaning

forces

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LANGUAGE

TREND FORCES

CODES

CULTURE

decoding Bobos

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in the 2000s a new culture of aspiration emerges

2000s

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decoding Bobos

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in the 2000s a new culture of aspiration emerges

2000s

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made in usa

2000

PERCEPTION/BEHAVIOR

TREND FORCES

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guilt + tactile + local

codes of Bobo culture - cultural systems / connotation

meaning

forces

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decoding whole foods vs. trader joe’s

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“whole paycheck” vs. the rise of a more understated urban shopper

LANGUAGE

TREND FORCES

CULTURE

CODES

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stories

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patterns

The Future of __________

trends as innovation

where do we invest?

signals

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The Future of __________

trends as innovation - where do we invest?

supermarketspast present future

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LANGUAGE

TREND FORCES

CODES

CULTURE

transparency

eating tastes and behavior

quantity

25

quality

past present future

the future of supermarkets what trend forces are likely to impact future patterns?

technology + farming + government subsidies

culture casts meaning

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LANGUAGE

TREND FORCES

CODES

CULTURE

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frozen foods shaped behavior towards quantity and convenience

1960

how I make my home

new

suburbia + appliances + globalism

improved processed science

decoding supermarkets

culture casts meaning

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where do we invest?the evolution of food signals

FIXED LIVING

1960 2014

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FROZEN

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fixed / standardized clean / wisdom

our move to fresher food reflects a shiftcodes inform the broader narrative

1960 2014

FRESHFRESH

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1980

PERCEPTION/BEHAVIOR

TREND FORCES

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convenience craft

language reveals the point that culture begins to change coursetracking inflection points

meaning

forces

patterns

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LANGUAGE

TREND FORCES

CODES

CULTURE

future

forecasting futures: scenarios based on cultural dynamics

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MACRO TREND

farming/retail hybrids

I trust food I see grown

transparent

production + fuel costs + sustainability

local seasonal trust

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The Future of __________

trends as innovation - where do we invest?

cars

past present future

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LANGUAGE

TREND FORCES

CODES

CULTURE

2014

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the future of carshow does a car company leverage trends? what is the meaning of the car?

fuel costs + urban planning + technology

why do I need a car?

freedom utility

past present future

flexibility

culture casts meaning

culture casts meaning

culture casts meaning

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predicting the future meaning of carselectric cars were the future in the early 20th century

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PERCEPTION/BEHAVIOR

TREND FORCES

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the rise and fall of electric cars

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LANGUAGE

TREND FORCES

CODES

CULTURE

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1960

Ford Falcon

second car

MICRO TREND

the meaning of cars in the 1950s

cheap materials + abundant oil + suburbia

I drive everywhere

freedom

keep up with the Jonses

forces/language/culture

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LANGUAGE

TREND FORCES

CODES

CULTURE

2002 Hummer post-9/11

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car as fallout shelter

MICRO TREND

9/11 + homeland security + upcycling pro equipment

why do I need a car?

security

the extreme professional

forces/language/culture the meaning of cars after 9/11

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the meaning of cars after 9/11forces/language/culture

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LANGUAGE

TREND FORCES

CODES

CULTURE

2012 Nissan Cube

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moving toasters

MICRO TREND

how do you see cars differently from your parents? why?the generational meaning of cars

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LANGUAGE

TREND FORCES

CODES

CULTURE

2014Google Driverless Car

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geo-location + artificial intelligence

car as personal device

what happens when we stop driving?

safety

MICRO TREND

passive

neo-urbanism

integrated

mega-cities

auto grids

MACRO TREND

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LANGUAGE

TREND FORCES

CODES

CULTURE

futuresource: Wired.com/Autopia

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you won’t need a driver’s license in the future

MACRO TREND

insurance

MICRO TREND

telematics

geo-location + artificial intelligence

car as personal device

neo-urbanism

passive integrated

mega-cities anonymous

seeing the transformative narrative

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acting on trend signals MACRO TREND

integration

MICRO TREND

conveniencealways factor in evolving cultural dissonance

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The Future of __________

a peek into next week...

carsfast foodeducation

fast fashionmusic

televisionvideo games

wearable techmuseums

how might you help a client get

ahead of where the culture is going?

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thank you.