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TREND PROJECT WORKSHOP

spring 2013analyzing trends | parsons the new school for design

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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

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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