Tag Archives: art

TrenzWalk – Getting Out Of the Office to Explore Global Trends

Market Researchers constantly look for trends in data, but today to close out the InsighTech 2015 experience we went in search of a different kind of trend.

Mikel Cirkus looks for trends on TrenzWalks, hitting the streets on foot to focus on global themes in street art, and San Francisco has some of the most vibrant street art around. He led our group today and introduced us to the work of artists like CrayoneBode, and Nate1. We even got to hear from Lisa Brewer, who encourages and provides a safe space for these artists to create by donating her time and money to support their work as well as encouraging local landlords to allow murals to be painted on their walls.

A few of the murals on the TrenzWalk during InsighTech 2015
Obviously street art trend spotting is a good barometer for what themes are becoming “cool” in underground culture, but the reality is these themes will eventually bubble up to many people (also known as consumers) in all walks of life. I must admit, knowing what is cool in street art might not seem immediately relevant to brand insights work, but training ourselves to recognize visual and cultural themes across the globe certainly is. (And it is also TONS of fun)

Live from #TMRE14: Museums: How the Art of Curation Will Change the Way Organizations Learn & Act on Insights

Michael Francesco Alioto, PhD, Vice President, Global Methods, at Gongos Research, and Amy Perifanos, Senior Director, newly launched insights arm, Arti|fact at Gongos, presented from data libraries to insights museums.

In times of rapid change, experience could be your own worst enemy. – J. Paul Getty

The worst enemy could be status quo or not doing anything. Are you evolving?

Truth 1:

We need each other now more than ever. Collective action.

Truth 2:

We find ourselves in a paradox, we are regarded for our rigor but are required to transform.

Insight Curation – inspires wisdom to drive great decision making: consumable (accessibility), immersive, and memorable.

Art & Market Research: Parallel Worlds

Enlightenment is not about becoming divine. Instead it’s about becoming more fully human” – Buddha

The DIA Museum strategy: Engagement, context, reference

We’re putting technology right in there with the object. It’s a link, not an end in itself like a database. It helps bring people closer together and connect with them.” - Jennifer Czajkowski. Director of Interpretive Programs The Detroit Institute of Arts

Transform static things into an experience utilizing the latest technology and tools.

Infographical journeys: use metaphors, easy to see patterns, new watercooler
Video Narratives: carefully crafted music, customer narratives, authentic, emotional and human
Insights portals: Data, word art, multimedia, give power to the user

Build intelligence for a theme or topic, enhances EQ, allows better decision making.

The shift for us is mindset, environment and accessibility.

Make it fun and think dynamic multimedia experience!


Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Be First to Hear PepsiCo’s CEO On Stage at FUSE 2014

In their FIRST EVER on stage appearance together, this GROUNDBREAKING TEAM talks about the delicate and delightful of putting design first at PepsiCo, Inc.
Indra Nooyi,
Chairman and Chief Executive Officer,
PepsiCo, Inc.
Mauro Porcini,
SVP, Chief Design Officer,
PepsiCo, Inc.
Download the full agenda for details:
The only event to unite brand strategists and designers, the 18th annual FUSE event is the experience your peers trust to deliver it all. WELCOME.
FUSE 2014
April 7-9, 2014
Radisson Blu Aqua
Chicago, IL
In design & creative, brand strategy & marketing, trends & culture, insight & foresight.  A curious group of decision makers and influencers.

Where industry legends convene with every day leaders to share provocative, inspirational tales and everyday lessons for the business of design and brands.

Take center stage as we seek to understand new consumer values, trends and behaviors

Are ripe with lessons and new ideas for your own brands. Consumer packaged goods, electronics, retail, media & entertainment, travel & hospitality, financial services, pharmaceutical, transportation and more unite at FUSE.


Experience design
Interactive design
Brand strategy
Industrial design
Graphic & communications design

Download the full program details and discover FUSE for yourself: http://bit.ly/1fYwr8z
Mention code FUSE14LI & Save 15% off the standard rate. Register today: http://bit.ly/1bo9Yi0
Start your FUSE experience today.
The FUSE Team

PepsiCo Chariman and CEO Indra Nooyi to Keynote FUSE 2014

Iconic & Inclusive.
FUSE 2014 brings YOU face to face with the most iconic leaders in design and brand strategy today. With One Collective Voice, FUSE is a forum for all to share stories, inspiration and best practices. This year, we welcome all to discover the incredible magic of FUSE. 
April 7-9, 2014
Radisson Blu Aqua
Chicago, IL
The most riveting, thought provoking speaker lineup in FUSE history takes the stage this year:

Mauro Porcini, SVP, Chief Design Officer, PepsiCo, Inc.
Indra Nooyi, Chairman and Chief Executive Officer, PepsiCo, Inc.
In this groundbreaking session, PepsiCo’s first-ever Chief Design Officer will ask his CEO, why design? In a candid conversation, they’ll share stories of success and lessons learned in their journey to make PepsiCo a Design-First organization.
To see the full speaker lineup, click here: http://bit.ly/1bKp5RA
  • Phil Duncan, Global Design Officer, Procter & Gamble
  • John Gerzema, Author, The Athena Doctrine
  • Tinker Hatfield, VP Creative Concepts, Nike
  • Doug Rushkoff, Author, Present Shock
  • Simon Doonan, Creative Ambassador, Barneys New York
  • David S. Moore, Vice President & Chief Brand Officer, Ethan Allen
  • Anthony Sperduti, Co-Owner & Creative Director, Partners & Spade
  • David Carson, Designer
  • Seung Chan (Slim) Lim, Designer & Researcher, Author Realizing Empathy
  • Mirko Ilic, Co-author with Steven Heller, Lettering Large

Mention code FUSE14BL & Save 15% off the standard rate. Register today: http://bit.ly/1bKp5RA
The FUSE Team

Future Trend: Merging the Artistic and the Conceptual

Day one of the Future of Consumer Intelligence showed increasing signs of a trend in market research that I am extremely happy about. I love technology, and while this is a technology-focused conference, this trend is not about technology. It’s about the artistic and conceptual advancement of our industry. In particular, the melding of these two elements.

For years it has been a well-accepted value for our data to stand on its own. We have not embraced the creative and artistic standards of the very materials we test. Our presentations have, for the most part, been almost academic in their esthetic. We subject the world’s best creative materials to a set of grueling tests and brutally expose the slightest flaw, but we often present our findings with hardly any artistic standards. This is a generalization, and there are notable exceptions to this rule, but for the most part it holds true.

Our concepts have been the focus of our creativity. Most of our brain power focused on data collection and analysis, and evolving new methods to more accurately understand the elusive mind of the consumer. We developed powerful tools such as segmentation and market mix modeling to help us do that. Our concepts evolved and shed increasing light on the enigmatic world of purchase behavior. New tools such as neuroscience and mobile technology greatly enhanced our learnings.

We have now reached a point of inflection where the data inputs to our conceptual tools are simply too vast and complex to be presented with just words and numbers. The insights just can’t be conveyed properly using only the semantic processing systems in our brains. Unless we use images, graphics, video, and multi-media forms of presentation, the insights will not spring to life. Using only words and numbers to convey market research is like trying to convey the majesty of the Taj Mahal with a crayon drawing. It just won’t communicate the concept.

Several presenters have brought the artistic together with the conceptual. Ross Crooks of Column Five media showed us his firm’s infographics chops. Infographics are a great example of the merging of the artistic and the conceptual. Duleesha Kulasooriya of Deloitte Center for the Edge was the first of several big data presentations that hammer home the fact that big data is not just big, it’s nearly incomprehensible. While we have always talked about big trends at our conferences, we have not had to deal with such a staggering array of data sources, types, platforms, and geographical locations.

Big data equals big insights only if the mind can fully grasp the concepts. Humans evolved to grasp complex concepts holistically, with both the semantic and the visual processing areas of our brains engaged. We will see more and more of this trend develop as we find new ways to marry the artistic and the conceptual in our work.