welcome to Analyzing TrendsSpring 2013

1 TIM STOCK

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stockt@newschool.edu

how to reach me

@timstock

communication

quick review of the syllabus

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CLASS INTRO

blackboard

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CLASS INTRO

required texts

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our class Tumblr feed

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http://analyzingtrends.tumblr.com

your class Tumblr feed

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email the link to me this weekweekly research

sourcing trends and concepts for assignments

use it as a free form notebook of your learning process through the class

reading evolves in this class

8

assigned reading

daily feed

midterm final projects

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CLASS INTRO

today

4 key class components

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1 2 3lectures critiqueslabs

CLASS INTRO

4guest speakers

our class calendar

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February

CLASS INTRO

March

April

May

LECTUREThe Structure of Trends

4 LABProduct Language

11 LECTURECulture Networks

25HOLIDAY

No Class18

our class calendar

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February

CLASS INTRO

March

April

May

LECTUREThe Structure of Trends

4 LABProduct Language

11 LECTURECulture Networks

25HOLIDAY

No Class18

CRITIQUEProduct Language Boards

4 LECTURECodes of Luxury

11 LECTUREBusiness of Insights

18 HOLIDAY

No Class25

our class calendar

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February

CLASS INTRO

March

April

May

LECTUREDecoding Generations

1 LABPatterning Trends

8 CRITIQUETrend Pattern Boards

15 GUESTGuest Speaker

22Final Projects

LAB29

LECTUREThe Structure of Trends

4 LABProduct Language

11 LECTURECulture Networks

25HOLIDAY

No Class18

CRITIQUEProduct Language Boards

4 LECTURECodes of Luxury

11 LECTUREBusiness of Insights

18 HOLIDAY

No Class25

our class calendar

10 TIM STOCK

February

CLASS INTRO

March

April

May

LECTUREDecoding Generations

1 LABPatterning Trends

8 CRITIQUETrend Pattern Boards

15 GUESTGuest Speaker

22Final Projects

LAB29

CRITIQUEFinal Project Group A

6 CRITIQUEFinal Project Group B

13 GUESTClass Wrap up

20

LECTUREThe Structure of Trends

4 LABProduct Language

11 LECTURECulture Networks

25HOLIDAY

No Class18

CRITIQUEProduct Language Boards

4 LECTURECodes of Luxury

11 LECTUREBusiness of Insights

18 HOLIDAY

No Class25

54321

assignments & critiques

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CLASS INTRO

54321

assignments & critiques

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CLASS INTRO

1Bio

x 1

750 word essay w photo

2Tumblr Assignments

x 1

Weekly posts and assignments

20% (includes participation)

54321

assignments & critiques

11 TIM STOCK

CLASS INTRO

1Bio

x 1

750 word essay w photo

2Tumblr Assignments

x 1

Weekly posts and assignments

20% (includes participation)

3Product Language Trend Board

32” x 40” foam board

x 2

15%

4Trend PatterningBoard

x 2

25%

32” x 40” foam board

54321

assignments & critiques

11 TIM STOCK

CLASS INTRO

1Bio

x 1

750 word essay w photo

2Tumblr Assignments

x 1

Weekly posts and assignments

20% (includes participation)

3Product Language Trend Board

32” x 40” foam board

x 2

15%

4Trend PatterningBoard

x 2

25%

32” x 40” foam board

5final presentations

x 2Keynote/

PowerPoint 20 slides

40%

product analysis board

product boards

30” x 40” foam boardyou will source a packaged product to analyze

THIS CRITIQUE IS A CONVERSATIONAL REVIEW TO EXPAND ON CONCEPTS DISCUSSED IN CLASS - EXPECT PARTICIPATION

x 2

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CLASS INTRO

trend patterning board

trend pattern board

Graphic Mood Board as JPEG or PDF

you will be assigned a human space

BEDROOMLIVING ROOMKITCHENBATHROOMBACKYARDGARAGEOFFICEEATING OUTMOTEL/HOTELCAR INTERIORAIR TRAVEL

YOU WILL PREPARE THIS AS A MOOD BOARD AND SAVE AS JPEG OR PDF

x 2

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CLASS INTRO

final formal critique

Final Project

A FORMAL TREND PRESENTATION THAT TRACKS SIGNALS AND CULTURE AND PRESENTS COMPELLING ANALYSIS AND INSIGHTS

The Future of

20 page trend presentation

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CLASS INTRO

x 2

fast food cars

education breakfast

luxury television

you will select from an assigned set of topics in class on March 11th.

final formal critique

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CLASS INTRO

Final Project OutlineDefine the Topic

The Future of...

Revel Key Forceswhat are the key factors shaping the shift in perception and behavior

Establish Hypothesiswhat is a key insight on how perception and behavior are changing

4-6 Current Trend Examplesresearch very current examples that support your hypothesis

Analyze the trends examplesin each example decode what the example reveals about shifts in perception and behavior

Provide data to support your hypothesissource key data points that indicate shifts in perception and behavior

Culture & Languageidentify a subculture that offers insight into future perception and behavior

Key Insights & Opportunitieshow do we see things changing? how can we act on this insight?

Profile of Clientwhat is the key business activity of this brand? where might they need to grow?

Trend Insightshow can your insights and analysis inform opportunities for this client?

CLIENT INSIGHT APPENDIX

in the next 3-5 years? 5-10 years?

what are the codes of this trend?

Saturday, October 13, 12

insight

action

you will present a formal 20 page presentation for formal critique on May 6th & May 13th.

20 page trend presentation

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4guest speakers

Helena ChariGLOBAL ACCOUNT DIRECTORTNS GLOBAL

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CLASS INTRO

please fill out the index card

namenickname (name you use in class)

born/raised/live

year (junior, senior)

news source you read daily

your top of mind trend

I run an insight company

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CLASS INTRO

we study culture why people do what they do

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we study networks how meaning moves through culture

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CLASS INTRO

trends

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analyze trends?what does it mean to

trends

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past present future

analyze trends?what does it mean to

CHILD OF THE 90S

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CLASS INTRO

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CLASS INTRO

WHAT TRENDS INTEREST YOU?