#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
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MED
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FASH
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NETNOGRAPHY & BIG DATA
COUNTRIES SOURCES MARKETS
DESK & FIELD
UK
FRA
NC
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DIA
JAPA
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USA
CH
INA
WEB
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HU
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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
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ITALY
TUR
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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
baba TREND MONITOR ® 2017-18
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
baba TREND MONITOR ® 2017-18
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
baba TREND MONITOR ® 2017-18
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
baba TREND MONITOR ® 2017-18
In partnership with
5. Targets & Clusters
baba TREND MONITOR ® 2017-18
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
5. Targets & Clusters
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%)
baba TREND MONITOR ® 2017-18
5. Targets & Clusters
(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
5. Targets & Clusters
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
SOCIAL PROFILING MAIN AREAS OF INTERESTS (i.e.: ROIALTY’S ONE TARGET®)
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 …)
baba TREND MONITOR ® 2017-18
5. Targets & Clusters
(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
5. Targets & Clusters
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
SOCIAL PROFILING MAIN AREAS OF INTERESTS (i.e.: ROIALTY’S ONE TARGET®)
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%)
baba TREND MONITOR ® 2017-18
5. Targets & Clusters
(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”
5. Targets & Clusters
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
SOCIAL PROFILING MAIN AREAS OF INTERESTS (i.e.: ROIALTY’S ONE TARGET®)
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%)
baba TREND MONITOR ® 2017-18
5. Targets & Clusters
(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…