Lucia Chrometzka Business Design, Trend Forecasting and Strategic Innovation, Milan T R E N DS FOR FUTUR E V I S I O N D E C I P H E R CHANGE Values | Global & Local 15 YEARS MacroFraming 10 YEARS MicroFraming | ConsumAuthors 5 YEARS Coolhunting & Cultsearching PRESENT Design Thinking FUTURE GLOBAL PHENOMENA I N T E R P R E T A T I ON D E C I P H E R CHANGE Values | Global & Local 15 YEARS MacroFraming 10 YEARS MicroFraming | ConsumAuthors 5 YEARS Coolhunting & Cultsearching PRESENT Design Thinking FUTURE GLOBAL PARADIGMS Quick & Deep Crucial & Sustainable Unique & Universal Trust & Sharing Life quality and happiness Timeliness and wellbeing Occasions and desires Rhythm and cycle Respect and ethics Systems Improvement Know how and expertise Roots and genius loci Cultural Growth Building Trust Sharing of Passions Social Innovation LOCAL PHENOMENA I N T E R P R E T A T I ON D E C I P H E R CHANGE Values | Global & Local 15 YEARS MacroFraming 10 YEARS MicroFraming | ConsumAuthors 5 YEARS Coolhunting & Cultsearching PRESENT Design Thinking FUTURE LOCAL PHENOMENA I N T E R P R E T A T I ON F OCUS S O C I O - C U L T U R A L S I G N A L S Why Global Values Be in fine tuning with people’s values and understand what’s meaningful for them Why Local Cultures Take into consideration cultural differences and measure market compatibility of projects Why Macrotrends Familiarise with themes of universal relevance that represent society’s big changes Why Microtrends Decipher emerging sensibilities in various sectors, even if of a niche relevance Why Coolhunting Stimulate imagination with fragments of truth, in urban and domestic contexts Why Cultsearching Observe material culture, in online and offline contexts, enriching interpretation of findings Why Design Thinking Work on hypothesis that reflect society in order to generate projects for the future INTER–DISCIPLINARY APPROACH Collective Imaginary Monitoring transversal global values through sociological imagination Cultural Scanning Identifying distinctive local characteristics through material culture investigation MacroFraming Understanding the evolution of market sectors (design, food, wellness…) through market investigation MicroFraming Focusing on the impact of material culture through creative interpretation Coolhunting Observation of people and places based on the Coolhunting technique Cultsearching Scouting of projects, ideas, expressions, opinions based on interdisciplinary research techniques Developing new concepts and scenarios based on the interrelation between People, Places, Plans and Projects and their creative interpretation Design Thinking P R E P A R A T O R Y Why Fieldwork and on the spot observation? Students during this phase rely on intuition, professional experience, academic and cultural background, and natural curiosity. • § § You observe people (styles, habits…) You observe places (neighbourhoods, shops…) You identify “top” findings of your overall research Students during Coolhunting § Gathered and recorded information about people and places, through photos and visuals, giving evidence of people’s daily life actions and reality PHASE I N T U I T I O N PRIORITIES PEOPLE PLANS PLACES PROJECTS I N T U I T I O N PRIORITIES PEOPLE Who styles and behaviours PLANS PLACES How trends and phenomena Where private and public contexts PROJECTS What initiatives, venues, products I N T U I T I O N PRIORITIES PEOPLE Who not only about people’s looks but also about meaning PLANS PLACES How not only about what’s visible but also about what you perceive Where it’s not only about the context but also cultural character PROJECTS What not only evidence of material culture but also innovation GLOBAL PHENOMENA I N T E R P R E T A T I ON D E C I P H E R CHANGE Values | Global & Local 15 YEARS MacroFraming 10 YEARS MicroFraming | ConsumAuthors 5 YEARS Coolhunting & Cultsearching PRESENT Design Thinking FUTURE F OCUS S O C I O - C U L T U R A L S I G N A L S Why Global Values Be in fine tuning with people’s values and understand what’s meaningful for them Why Local Cultures Take into consideration cultural differences and measure market compatibility of projects Why Macrotrends Familiarise with themes of universal relevance that represent society’s big changes Why Microtrends Decipher emerging sensibilities in various sectors, even if of a niche relevance Why Coolhunting Stimulate imagination with fragments of truth, in urban and domestic contexts Why Cultsearching Observe material culture, in online and offline contexts, enriching interpretation of findings Why Design Thinking Work on hypothesis that reflect society in order to generate projects for the future INTER–DISCIPLINARY APPROACH Collective Imaginary Monitoring transversal global values through sociological imagination Cultural Scanning Identifying distinctive local characteristics through material culture investigation MacroFraming Understanding the evolution of market sectors (design, food, wellness…) through market investigation MicroFraming Focusing on the impact of material culture through creative interpretation Coolhunting Observation of people and places based on the Coolhunting technique Cultsearching Scouting of projects, ideas, expressions, opinions based on interdisciplinary research techniques Developing new concepts and scenarios based on the interrelation between People, Places, Plans and Projects and their creative interpretation Design Thinking DES K ANALY S I S MACROFRAMING Designers and Managers should tackle themes of universal relevance that represent society’s big changes. Secondary Research Understanding the evolution of market sectors (design, food, wellness…) through market investigation. DES K ANALY S I S MACROFRAMING Macrotrends, are those sociocultural phenomena that tackle themes of universal relevance that represent society’s big changes, often a sum-up of microtrends that grew relevant in time. Material culture expressions in different market sectors that gained universal recognition in different countries, can convey the rise of strong sensibilities that are highly visible, even if uncommon for many. Trend Forecasting & Strategic Innovation course student materials DES K ANALY S I S MACROFRAMING Macrotrends, or long term trends, embody strong insights that are already present in the market. Since Macrotrends evolve, MacroFraming is useful for tracing their evolution and their different expressions in the different market sectors. Becoming aware of the more stable trends in relation to those less visible allows us to anticipate the market changes in different sectors. Trend Forecasting & Strategic Innovation course student materials DES K ANALY S I S MACROFRAMING §Collect information regarding specific market sectors, such as retail, design, wellness, food, from websites up to published reports. Suggestions §Monitor constantly relevant publications, specialized magazines and market reports in relation to the different market sectors. §Identify a number of key case studies, successful or not. §Organize your materials and give interpretation of the impact between observed consumer behaviours and market dynamics. DES K ANALY S I S MACROFRAMING § Future Shock, Alvin Toffler in 70’s § The Third Wave (1980) and Megatrends (1986), John Naisbitt approaches the analysis of the contents of the media. § The Popcorn Report by Faith Popcorn in the 90’s. Books § FCL books on MacroFraming: European Asymmetries Body Visions Living Trends DES K ANALY S I S MICROFRAMING Designers and Managers should deal with emerging sensibilities in various sectors, even if of a niche relevance. Secondary Research Focusing on the impact of material culture through creative interpretation. DES K ANALY S I S MICROFRAMING The media (newspapers, magazines, blogs) present eye-catching information and interesting facts on a daily basis. Nevertheless, the impact and analysis of this data is a difficult task for the untrained mind and eyes. Microtrends, niche phenomena regarding consumer behaviours, attitudes, styles and expressions, are growing at speed around us and are the tangible expression of macrotrends. Trend Forecasting & Strategic Innovation course student materials DES K ANALY S I S MICROFRAMING Microtrends may often inspire and stimulate new ideas, but can be misleading without a constant and 360ｰ degrees observation of the local and global realities. MicroFraming is decisive for those who would like to become more aware about the details, aesthetic or behavioural, that surround us and to understand the relationship between the small-scale expressions of change and their influence (weak or strong) in the global market. Trend Forecasting & Strategic Innovation course student materials DES K ANALY S I S MICROFRAMING §Collect secondary data regarding peoples’ life, through newspapers, magazines, blogs, but also Delphi Interviews and questionnaires. Suggestions §Gather information about emerging phenomena in different contexts of daily life, such as work, leisure time, shopping etc. §Take notes on a diary for a specific period (a week, a month…). §Select the most important findings emerging from your constant desk analysis during that period. DES K ANALY S I S MICROFRAMING § Bernard Cova books on the economy of the unexpected and as non conventional marketing in the 90’s § Microtrends by Mark Penn § Anatomy of a trend by Henrik Vejlgaar Books § FCL books on MicroFraming: Real Fashion Trends ConsumAuthors GLOBAL Observe based on research hypothesis Analyse Paradigms & Directions of market sector LOCAL People, Occasions, Private & Public contexts based on in-house programs and expertise MacroTrends, MicroTrends & Consumer Behaviours Interpret Insights for specific sector based on brand values and design thinking Scenarios on product, communication and distribution D E C I P H E R CHANGE Values | Global & Local 15 YEARS MacroFraming 10 YEARS MicroFraming | ConsumAuthors 5 YEARS Coolhunting & Cultsearching PRESENT Design Thinking FUTURE P R E P A R A T O R Y MACROFRAMING How to familiarise with themes of universal relevance that represent society’s big changes Based on your local observations, choose an ideal business sector: Fashion and Accessories, Catering, Entertainment, Beauty and Wellness… Understand the evolution of market sectors (design, food, wellness…) through market investigation IDENTIFY A SET OF VALUES Identify and describe a set of significant priorities and directions (macrotrends) related the specific sector PHASE P R E P A R A T O R Y MICROFRAMING How to decipher emerging sensibilities in the specific sector, even if of a niche relevance Reason on different brands and success cases in the specific sector that have deeply influenced people’s habits and attitudes Focus on the impact of material culture through creative interpretation IDENTIFY A SET OF LIFE OCCASIONS Identify and describe a set of significant daily occasions and life contexts (microtrends) related the specific sector PHASE P R E P A R A T O R Y Drivers of Change Industry Actions Paradigms & Society Reactions MacroTrends, MicroTrends Insights Specific sectors and life occasions PHASE
