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1 TIM STOCK
TREND PROJECT WORKSHOP
spring 2013analyzing trends | parsons the new school for design
2 TIM STOCK
REVIEW OF SCHEDULE
April 29th
May 6th
May 13th
Workshop in i403
Group 1
Group 2 (a couple slots left)
May 20th Class Roundup open discussion
past present future
hypothesis
what has changed? (DATA)why?
by what force?
current trends
insights
what opportunities are there?
client actions
what can I do to leverage this?
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topic hypothesisforces
The Future of... identify a narrative theme that focuses
in on a key shift.
what are the key forces that are
shaping shifts in perception and
behavior?
codeswhat are the signifiers
that define the perception shift?
current trend
source and analyze a current trend that
supports your hypothesis
cultureidentify a sub culture
that demonstrates the behavior of your trend
current trend
source and analyze a current trend that
supports your hypothesis
current trend
source and analyze a current trend that
supports your hypothesis
current trend
source and analyze a current trend that
supports your hypothesis
trend opportunitywhat is the opportunity
from what you have analyzed? what should we do differently going
into the future?
client profile
what is the key business activity of the brand? how can they
grow or transform?
trend actions
make recommendations on how the brand can leverage the
opportunities in the the trends you have uncovered.
1 2 3 4
appendix
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TREND FORCES contextdata what is changing and why?
start here
forceswhat are the key forces that are
shaping shifts in perception and
behavior?
hypothesisidentify a narrative theme that focuses
in on a key shift.
society$
technology
economics
millennials don’t date the same as past generations
millennial’s are looking for a different nightlife
scenemillennials don’t learn as past generations
WHY
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TREND FORCES
PERCEPTION / BEHAVIOR
MACRO TREND dating algorithms
who and how I meet people
CODES (FAME) vs. (PRIVACY)
TREND FORCES SHAPING DATING
married median age
2005
27.1 - men25.3 - women
(GENETICS)(CONTRACEPTION) (BROADBAND)
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PERCEPTION / BEHAVIOR
CODES signifiers that reveal how perception is working
cognition/expression
current trend
source and analyze a current trend that
supports your hypothesis
current trend
source and analyze a current trend that
supports your hypothesis
current trend
source and analyze a current trend that
supports your hypothesis
current trend
source and analyze a current trend that
supports your hypothesis
1 2 3 4
then gather evidence into trend themes
trend opportunitywhat is the opportunity
from what you have analyzed? what should we do differently going
into the future?
this is the set up for framing a potential
design intervention for your client
mobility? utility? vice? virtual?
Secret Spaces
Pop Up Clubsshort description of this trend
caption your photos
why it is noteworthy?
caption your photos
trend keywords and codes
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1
2
3
sourced trend
current trend
source and analyze a current trend that
supports your hypothesis
group sourced product and service trends into 4 themes
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don’t forget about subculture driving new behavior
1
SUBCULTURE THAT FRAMES FUTURE BEHAVIOR
cultureidentify a sub culture
that demonstrates the behavior of your trend
trend opportunitywhat is the opportunity
from what you have analyzed? what should we do differently going
into the future?
culture strengthens your case for how behavior
will be changing
mobile hackers
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sousveillance culture
don’t forget about subculture driving new behavior
SUBCULTURE THAT FRAMES FUTURE BEHAVIOR
cultureidentify a sub culture
that demonstrates the behavior of your trend
trend opportunitywhat is the opportunity
from what you have analyzed? what should we do differently going
into the future?
culture strengthens your case for how behavior
will be changing
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1
past nightlife culture
don’t forget about subculture driving new behavior
SUBCULTURE THAT FRAMES FUTURE BEHAVIOR
cultureidentify a sub culture
that demonstrates the behavior of your trend
trend opportunitywhat is the opportunity
from what you have analyzed? what should we do differently going
into the future?
culture strengthens your case for how behavior
will be changing
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CLIENT BRIEF overview of company activities that relate to your trend
client profile
what is the key business activity of the brand? how can they
grow or transform?
trend actions
make recommendations on how the brand can leverage the
opportunities in the the trends you have uncovered.
strategic recommendation(s)
design idea that integrates into existing company capabilities
what is the longer term view this company
should have in terms of this trend?
EXTRA CREDIT
20 years from now
how can you help your client?
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HOW DO WE UNLOCK THE FUTURE OF....
15
1015
20
YEARS
Cars / Ford Motor CompanyDating / StarbucksEducation / Google
Fast Food / McDonaldsHotels / Starwood Hotels & Resorts
Mobile Commerce / American ExpressNightlife / Absolut
Public Transportation / NYC Wearable Technology / Nike
Work / Steelcase
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spring 2013NEXT WEEK WORKSHOP AT 55 WEST 13TH STREET i403
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