Published on January 27, 2014
OVERVIEW Class Introduction Analyzing Trends | Spring 2014 TIM STOCK SPRING 2014 1
hello TIM STOCK SPRING 2014 2
I run an insight company New York City Mexico City TIM STOCK SPRING 2014 3
we study culture we also study networks why people do what they do language how people access the meaning of things culture behavior TIM STOCK networks SPRING 2014 4
i use twitter @timstock TIM STOCK SPRING 2014 6
communication how to reach me email@example.com @timstock IMPORTANT: you must email me if you are absent TIM STOCK SPRING 2014 1
quick review of the syllabus TIM STOCK SPRING 2014 8
reading culture / acting on culture signals • • • • maps patterns stories Understand the dynamics of trends and their relationship to consumer culture. Learn how to source and analyze cultural signals. Learn methods to pattern these signals to reveal trend narratives and insights. Understand how trend analysis can be leveraged in innovation, product development and branding. TIM STOCK SPRING 2014 9
attendance is critical 1 (failure to report an absence will require you to check in with your advisor) 2 2 absences requires you to meet with your advisor before returning to class 3 all absences must be conﬁrmed by sending me an email prior to class 3 absences will result in an automatic WF. TIM STOCK SPRING 2014 10
show respect 1 all phones on vibrate please. 2 you will be asked to leave if you disrupt anyone who is presenting during class. 3 encourage each other by participating in class and listening when others are speaking or asking questions. TIM STOCK SPRING 2014 11
workshop classes we will have classes where you will work in teams and solve problems during class time. I encourage you to bring laptops to class to aid in your research. I will let you know when we have those class sessions. TIM STOCK SPRING 2014 12
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http:// analyzingtrends.tumbl r.com each student is responsible for a Tumblr feed DO NOT use an existing feed make a unique feed for this class TIM STOCK email me the link this week SPRING 2014 14
http://pinterest.com/ timstock/analyzingtrends/ each student is responsible for a Pinterest feed DO NOT use an existing feed make a unique feed for this class TIM STOCK email me the link this week SPRING 2014 15
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3 key class components 1 2 3 lectures workshops critiques TIM STOCK SPRING 2014 17
product analysis board You will source a beverage, food or beauty packaged product. You will deconstruct the language of the product and uncover codes and meaning as well as trend themes. you will source a packaged product to analyze 30” x 40” foam board product boards teams of 2 TIM STOCK SPRING 2014 18
trend patterning sourcing/analysis You will prepare 2 Pinterest Boards with sourced and coded products. You will write a 750 word essay that analyzes the meaning of the space based on the items you have sourced and analyzed. midterm trend pattern boards & essay individual you will be assigned a human space Using Pinterest BEDROOM LIVING ROOM KITCHEN BATHROOM BACKYARD GARAGE OFFICE EATING OUT MOTEL/HOTEL CAR INTERIOR AIR TRAVEL TIM STOCK SPRING 2014 19
mobile hotels ﬁnal formal critique fast food cars A FORMAL TREND PRESENTATION THAT TRACKS SIGNALS AND CULTURE AND PRESENTS COMPELLING ANALYSIS AND INSIGHTS education breakfast luxury television Final Project The Future of 20 page trend presentation individual or teams of two TIM STOCK SPRING 2014 20
ﬁnal formal critique A FORMAL TREND PRESENTATION THAT TRACKS SIGNALS AND CULTURE AND PRESENTS COMPELLING ANALYSIS AND INSIGHTS Final Project individual or teams of two Hypothesis & Outline informal presentation of slides in class May 5th 20 page trend presentation May 12th May 19th TIM STOCK May 19th (ﬁnal version due) SPRING 2014 21
ﬁnal formal critique Final Project Outline Deﬁne the Topic insight The Future of... 4-6 Current Trend Examples research very current examples that support your hypothesis Revel Key Forces Establish Hypothesis what are the key factors shaping the shift in perception and behavior what are the codes of this trend? what is a key insight on how perception and behavior are changing Analyze the trends examples in each example decode what the example reveals about shifts in perception and behavior Culture & Language identify a subculture that offers insight into future perception and behavior 20 page trend presentation Provide data to support your hypothesis source key data points that indicate shifts in perception and behavior Key Insights & Opportunities how do we see things changing? how can we act on this insight? in the next 3-5 years? 5-10 years? CLIENT INSIGHT APPENDIX action Proﬁle of Client what is the key business activity of this brand? where might they need to grow? Saturday, October 13, 12 Trend Insights how can your insights and analysis inform opportunities for this client? TIM STOCK SPRING 2014 22
please ﬁll out the index card name nickname (name you use in class) year (junior, senior) born/raised/live news source you read daily your top of mind trend TIM STOCK SPRING 2014 23
break into 4 groups 1 2 3 4 TIM STOCK SPRING 2014 24
discuss with your group 1 what trend have you noticed recently? 2 what do you believe is driving that trend? TIM STOCK SPRING 2014 25
culture trends strategy analyze trends act on trends TIM STOCK SPRING 2014 26
reading culture / acting on culture signals maps patterns TIM STOCK stories SPRING 2014 27
signals maps patterns stories what are the cultural signals? TIM STOCK SPRING 2014 28
signals maps patterns stories what are the cultural signals? TIM STOCK SPRING 2014 29
signals maps patterns stories what are the cultural signals? TIM STOCK SPRING 2014 30
signals maps patterns stories what are the cultural signals? TIM STOCK SPRING 2014 31
signals maps patterns stories what are the cultural signals? TIM STOCK SPRING 2014 32
signals maps patterns stories what are the cultural signals? TIM STOCK SPRING 2014 33
future forecast assignment watch minority report and list all the trend themes you ﬁnd TIM STOCK SPRING 2014 34
ASSIGNMENTS 1 BIO ESSAY W/ RECENT PHOTO 2 3 4 SEND ME YOUR TUMBLR & PINTEREST FEED LINKS (post to Canvas as pdf before class) READING ON CANVAS WATCH MINORITY REPORT/ LIST FORECASTS TIM STOCK SPRING 2014 35
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