2017-18 #INVERSION Trend Monitor Forecast Sum up · 2017. 2. 10. · mash up ! make over exercices: accessibility and superficiality, connection more than attention, early adopting

#INVERSION

TREND MONITOR®

FORECAST 2017-18

February 9th, 2017

In partnership with

TM® METHODOLOGY

MONITORING

SCENARIOS

INTERNATIONAL BENCHMARKING

ADVANCED SEGMENTS ID.

AIMS

SEMIOTIC ANALYSIS

MAPPING

FOO

D

BEV

ERA

GE

BOD

Y C

AR

E TE

CH

NO

LOG

Y M

OBI

LITY

MED

IA M

KT

HO

ME

RET

AIL

FASH

ION

NETNOGRAPHY & BIG DATA

COUNTRIES SOURCES MARKETS

DESK & FIELD

UK

FRA

NC

E SP

AIN

G

ERM

AN

Y IN

DIA

JAPA

N

USA

CH

INA

WEB

CO

OL

HU

NTE

R

NET

WO

RK

PRES

S

IDENTIFICATION AND POSITIONING OF TREND DRIVES

AD HOC THEMATIC MONITORING

TREND SEGMENTATION BY PLAYERS, MARKETS, COUNTRIES

FOCUS ON EVOLUTIVE TARGETS

POSITIONING CONCEPTS/PLATFORMS + INTEGRATION FOR AD HOC RESEARCH + EDUCATION + CONSULTING + WORKSHOPS

RU

SSIA

BR

AZI

L

ITALY

TUR

KEY

babatrendmonitor.com

6 PILLARS OF INNOVATION

PORTRAY THE #INVERSION SIGNALS FROM INTERNATIONAL MARKETS TO CATCH THE MOST POWERFUL INSIGHTS

SOCIETY

VALUES

2

3

4

6

ENVIRONMENT 5

SELF 1

CULTURAL MODELS

POLITICS AND MARKETS

2. Pillars

#INVERSION 4 FUTURE SCENARIOS

12 TRENDS

Ø 

Ø  INVERSION IS A KEYWORD GIVING THE PRETEXT TO BE PRUDENT, TO ELEVATE BARRIERS, TO CHANGE A FLOW THAT NEVER WAS COMPLETELY ACCEPTED

Ø  IT COMES WITH THE OBSESSION OF DEFENDING PRINCIPLES, IDENTITIES, VALUES THAT BECOME TO BE TOO FLUID

OUR RECOMMENDATION: A BRAND SHOULD INVEST HERE IF ITS BUSINESS IS OFFERING AN ESCAPE FROM A TOO SHARP CHANGEMENT, AIMING TO TALK TO PEOPLE WHO ARE NOT SO DECIDED TO LEAVE THE HERITAGE ANCHOR

ADAPT

CAMOUFLATE

CHECK & CONTROL

RULING RESHAPING SUITING

Ø  YOU CAN HIDE OR STAND: THE NEW SCENARIO ANYWAY WILL UNDERLINE THE WILL TO BE DIFFERENT FROM PREVIOUS TIMES

Ø  TO MODIFY WILL MEAN TO RESIST WITHOUT AN OPEN CONTRAST TO THE ONGOING DEAL, AND TO AVOID THE CONFLICT

Ø  NO COMPLIANCE: MEMORIES WILL HELP TO PROTECT AN IDENTITY THAT SHOULD NEVER BE EXCESSIVE BUT ALSO TO AVOID ANY AGREEMENT

Ø  A SCENARIO FOCUSING A WISE AND PRUDENT TARGET, DISTANT FROM THE EXCESS

3. Scenarios

1. MODIFICATION

baba TREND MONITOR ® 2017-18

Ø  CROSSOVER IS THE KEY WORD: NO REBELLION AND NO AUTHENTICITY, BUT A SINCERE ENTHOUSIASM TOWARDS THE AVAILABLE AND READY TO USE INNOVATION Ø  NO LIMITS FOR A MOOD WHERE STAYING OPEN-MINDED AND ALERTED IS PRIVILEDGED, AS WELL AS UNVARNISHED SPONTANEITY

Ø  TO CONVERT SMOOTHLY : PROFITING OF A BLURRY CONJONCTURE TO CREATE SOMETHING NEW, OR QUITE NEW; OPPOSITE TO SCENARIO 1, HERE YOU WILL PRACTISE FLEXY IDENTITIES AND TRIALS FOR A PEACEFUL DESORDER TO COME

Ø  A POSITIVE REACTION FOR AN EASY TRANSITION, TO TAKE OFF OLD CLOTHES AND DARE TO ACT INTO THE FUTURE

OUR RECOMMENDATION: FOR A BRAND APT TO PROPOSE QUICK OFFERINGS AND UNCONVENTIONAL MOODS; NO ENGAGEMENT, NO HARD PROMISES, BUT AN EASY ACCESS TO AN IMMERSIVE FANTASY WORLD

REINVENT

MERGE

SIMULATE

TRANS

MASH UP

Ø  MAKE OVER EXERCICES: ACCESSIBILITY AND SUPERFICIALITY, CONNECTION MORE THAN ATTENTION, EARLY ADOPTING AND CONSUMERIST ATTITUDE

Ø  A QUADRANT TO HOST NEW GENERATIONS, WITHOUT ANY IDEOLOGY AS A FILTER, AS WELL AS UPCOMING PROFILES

3. Scenarios

2. TRANSFORMATION


PLAY

Ø KNOW YOUR ENEMY. THIS SCENARIO WILL OPEN UP TO A DEEP AWARENESS OF BELONGING AND DECLARED VALUES, EXPRESSED BY UPSTREAM HABITS, WHERE ANYTHING IS TAKEN FOR GRANTED

Ø  THIS SCENARIO PROUDLY AIMS TO BUILD BORDERS AND BARRIERS BY CELEBRATING THE PAST AND KEEPING A DEFENSIVE POSITION.

Ø  MARKED BY A STRONG-TOUCH AND AN AGGRESSIVE APPROACH, THIS VISION IS ANTAGONIST TO SCENARIO 2 PERSPECTIVE AND SEES IN TECHNOLOGY AN ENEMY TO FIGHT AGAINST

OUR RECOMMENDATION: A BRAND HERE SHOULD STRESS ITS HERITAGE, KEEPING A NOSTALGIC ATTITUDE ALSO IF BY UNCOMFORTABLE STATEMENTS. IT COULD ALSO ENHANCE THE “KEEP OUR HUMANITY” CLAIM, AS SHARPLY OPPOSED TO DIGITALIZATION AND AUTOMATION

REVERSE

REVENGE

EXTRAREAL

BACKWARD

EXTREME Ø THE SO CALLED “INNOVATION” IS SEEN HERE AS SOMETHING THAT HAS NEGATIVELY CHANGED OUR LIVES AND WILL LEAD TO A DARK AND UNCERTAIN EVOLUTION Ø ROOTED LIFESTYLES. THE REAL FUTURE IS “COMING BACK”: JUST THE VERY KNOWN PATHS AND VALUES FROM THE PAST WILL HELP TO RESTORE THE IDENTITIES IN DANGER

3. Scenarios

3. INTERRUPTION


GROUND

Ø  IDENTITIES WILL BE PUSHED BY AN URGENCY OF EMPHASIS AIMING TO SLOW DOWN OR TO ACCELERATE EVEN PHYSIOLOGICAL STATUS Ø  PUSH THE LIMITS IS THE MAIN FEATURE, FOR A POSITIVE ATTITUDE OF LEADING AND EASILY TRANSFORMING THE HUMAN NATURE TO A SUPERNATURE

Ø  TECHNOLOGY IS A MUST-HAVE, TAKEN FOR GRANTED AS SUPPORT TO IMPROVE LIFE AT EVERY STAGE AND AGE. FROM ROBOTS TO DNA RESEARCH, THIS SCENARIO RELY ON DEEP TRUST IN TECH AND SCIENTIFIC PROGRESSES

Ø  CONTRADICTORY TO THE SCENARIO 1, HERE WILL CAN FIND A EXPLORING TARGET, POSITIVELY ADDRESSED TO CHANGEMENT WHERE DISCONTINUITY HAS PROFITABLE CONSEQUENCES

OUR RECOMMENDATION: A BRAND SHOULD HERE ENHANCE ITS “KILLER” FEATURES, I.E. ITS LONG-TERM VISION ON TECHNOLOGY IMPLEMENTATION AND THE SHARP IMPACT ON OTHER INDUSTRIES, SHOWING NO FEAR TO SURF ANY CHANGEMENT AND TO BUILD A FUTURE MOOD ALIVE

URGENCY

INFINITY

CYBER

IMMERSION

Ø  BY MERGING PHYSICAL AND DIGITAL, TO LIVE UNIQUE EXPERIENCES, FULLY INVOLVED BOTH FROM RATIONAL AND EMOTIONAL SIDES Ø  AS A CONSEQUENCE, BEING INFORMED ON THE CUTTING EDGE TECH WILL LEAD TO A SORT OF ANXIETY OF EARLIER ADOPTING

OVER

3. Scenarios

4. CHANGE


OVERRUN

CONTINUITY

DISCONTINUITY

1. MODIFICATION

2. TRANSFORMATION

CHANGE

4.

INTERRUPTION

3.

INVERSION

RULING SUITING

RESHAPING

SIMULATE

MASH UP TRANS

EXTRAREAL BACKWARD

EXTREME

IMMERSION

INFINITY CYBER

RESISTANCE INVOLVEMENT

INVERSION

RESI

STA

NC

E IN

VO

LVEM

ENT

CONTINUITY

DISCONTINUITY

We cannot turn back, we have to go ahead. Trying to do our best,

we keep our pillars.

Instability as a chance to explore multiple sources and overcross

categories, to test myself and my world as unique creations.

The so-called “innovation” is destroying our human identity.

Safety lies in a radical protection of our own identity.

Technology is the way to exist: hardware is outdated and hitch,

future belongs to immaterial experiences and eternal life

BARBARIANS

GUARDIANS JUMPERS

EXPLORERS

5. Targets & Clusters


In partnership with



A C O U N T R Y B A S E D WORLDWIDE CLUSTERING THROUGH ROIALTY’S ONE TARGET® BIG DATA Communication targets

vs. Social Data profiling

T w i t t e r a c t i v e u s e r s sampling across 6 major c o u n t r i e s ( N = 2 5 . 0 0 0 each):

C luster ing v ia socia l profiling through Roialty One Target® platform

In partnership with

COMMITTED TO SHELTER THEMSELVES. EASY TO RETAIN BY KEEPING STRONG CREDIBILITY

AND INTRODUCING SMOOTH CHANGES.

Main features: ü  resistant and defensive

ü  c o m m i t m e n t t o k e e p stability, protect ownership, and preserve identity;

ü  pushed to find out and to strongly pursue an adaptive accommodation between their achieved way of life and what’s going on.

#INVERSION as the opportunity to regain control

RESI

STA

NC

E

INV

OLV

EMEN

T

CONTINUITY

DISCONTINUITY

INVERSION

RULING

RESHAPING

SUITING


GUARDIANS 1. MODIFICATION

In partnership with

SOCIAL PROFILING MAIN AREAS OF INTERESTS (i.e.: ROIALTY’S ONE TARGET®)

①  MOVIES & TV ②  MUSIC & RADIO ③  HOBBIES & LEISURE

(42%) SEEKING FOR SMOOTHLY GOING ALONG TO THE CUSTOMARY SOCIO CULTURAL FLOWING

“GOING WELL”

ü  TV SERIES (+11%, i.e. Comedians +18%)

ü  WINE TASTE (+10%) ü  WORLD NEWS (+2%)



(29%) P R I M A R I L Y A I M I N G A T UNINVOLMENT IN THEIR EVERY DAY LIFE

“ORDINARY MEN”

ü  FOOTBALL MATCHES (+26%)

ü  REALITY SHOWS (+10%) ü  SHOPPING (+8%)

In partnership with

GUARDIANS

AN HIGHLY OPEN-MINDED BUT SLIPPERY TARGET. EASY TO CATCH, BUT DIFFICULT TO RETAIN.

2. TRANSFORMATION

Main features: ü  Enthusiastic

ü  “ W h y n o t ? ” a t t i t u d e , c o m m i t m e n t t o t e s t themselves

ü  engagement to reframe usages to find out creative solutions;

ü  not deep acknowledged, committed to be on the-go


RESI

STA

NC

E

INV

OLV

EMEN

T

CONTINUITY

DISCONTINUITY

INVERSION

SIMULATE

TRANS

MASH UP

#INVERSION as the chance to build a new reality

In partnership with

JUMPERS


①  STYLE & FASHION ②  MOVIES & TV ③  MUSIC & RADIO

(37%) HEDONISTIC ATTITUDE ASPIRING TO GRASP AS MUCH AMUSEMENT AS POSSIBLE

“HAPPY-GO-LUCKY”

ü  LEISURE FIRST (+2%, i.e.: Humor, Entertainment, Fitness …)



(32%)

P U R S U I N G A S M U C H S O C I A L RECOGNITION AS POSSIBLE TO BE ON THE RIDE

“FASHION ADDICTED”

ü  FASHION LOVERS (+4%) STRIVING TO LUXURY (+2%, i.e.: Jewelry, +11%, Watches +11%)

In partnership with

JUMPERS

17

A WISE CARING TARGET, BOTH WORRIED AND SCARED ABOUT DRAMATIC SHAKES.

HARD TO ENGAGE BUT EASY TO RETAIN

3. INTERRUPTION

Main features: ü  provocative, nostalgic and

suspicious ü  committed to resist to any fast

innovation ü  taking extreme positions, they

share a strong belief in truth and reality

ü  w i t h s t r o n g s e n s e o f t h e reference/local community and near relationships


RESI

STA

NC

E

INV

OLV

EMEN

T

CONTINUITY

DISCONTINUITY

INVERSION

EXTREME

EXTRAREAL

BACKWARD

#INVERSION as the occasion to fight against a world they disagree with

In partnership with

BARBARIANS


①  POLITICS & GOVERNMENT ②  SOCIETY ③  SPORTS

(48%) C L A I M I N G F O R A N A N T I ESTABLISHMENT ORIENTATION TO TURN BACK TO “OLD” VALUES

“#tcot FOLLOWERS”

ü  CONSERVATIVES (+5%, i.e.: #tcot, +32%, Tea Party, +2%)



(31%)

S T R O N G LY C O M M I T T E D T O CULTURAL ISSUES RELYING ON THEIR HERITAGE

“2.0 OBSERVANTS”

ü  SAFEGUARDING RELIGIOUS TRADITION (+34%, i.e.: Islam +67%)

In partnership with

BARBARIANS

THE MOST SENSITIVE TARGET TOWARDS TECH ADOPTION AND SENSORIAL EXPERIENCE.

Main features: ü  Open-minded and happy to

experiment

ü  Active, they work for an inverted alternative to be

ü  Protagon i s t s , exh ib i t ion i s t s , optimists, ready to risk

ü  Subjected to “early adopter syndrome”


4. CHANGE RE

SIST

AN

CE

INV

OLV

EMEN

T

CONTINUITY

DISCONTINUITY

INVERSION

INFINITY

CYBER

IMMERSION

#INVERSION as the opportunity to build your own future

In partnership with

EXPLORERS


①  TECHNOLOGY & COMPUTING ②  BUSINESS ③  POLITICS & GOVERNMENT

(48%) O P E N T O I N N O V A T I O N MINDSETTING FOR PROFITING AT THE BEST OF ANY CHANGE OPPORTUNITY

“TECH HEAVY USERS”

ü  IT & COMPUTING (+29%)

ü  MOBILE (+11%, i.e.: Apps, +73%)



(30%)

FOCUSING ON PROFESSIONAL SUCCESS AND INFLUENCE IN BUSINESS ENVIRONMENT

“CAREER LADDERS”

ü  MARKETING (+11%) ü  ENTREPENEURSHIP (+5%) ü  STARTUPS (+2%)

In partnership with

EXPLORERS

#INVERSION

INDUSTRIES & TRENDS

Extreme Trans Immersion

Reshaping Extreme Simulate

HOME

FOOD

BODY

BEVERAGE

Immersion Cyber Extrareal RETAIL

Extrareal Cyber Trans FASHION

Cyber Backward Trans

Infinity Cyber Simulate

6. Industries & Trends

MOBILITY Immersive Trans Cyber

MEDIA

HI-TECH

Mash Up Cyber Immersion

Immersive Infinity Cyber

TREND MONITOR®

FORECAST 2017-18

# from trend concepts to good data

# from inspirations to insights

# from surveys to anticipation drives

an #INVERSION path…

2017-18 #INVERSION Trend Monitor Forecast Sum up · 2017. 2. 10. · mash up ! make over exercices: accessibility and superficiality, connection more than attention, early adopting

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