Consumer trends by The Insight Point Juan Isaza - English version Spanish version available in www.juanisaza.com

1. Trends
2012!
!
Opportunities that come from everything that is happening in consumers’ world!
The Insight Point
www.juanisaza.com!

2. Class of twenty twelve
!!! !
2012
starts
with
more
questions
than
certainty,
in
a
climate
of
economic
turmoil,
specially
in
Europe,
and
with
the
elections
in
the
US
that
will
capture
a
great
deal
of
attention
during
the
year.
With
great
expectations
about
Facebook
listing
in
the
Stock
Exchange
in
a
year
where
it
would
probably
be
proven
that
is
better
to
trust
in
corporations
than
in
nations.
In
latin
america,
with
great
expectations
about
the
elections
in
Venezuela
and
Mexico,
making
the
most
out
of
a
good
economic
moment
but
suffering
the
negative
impact
of
everything
that
could
happen
in
other
latitudes.
With
all
of
this
in
mind,
we
present
the
trend
report
of
The
Insight
Point.
As
usual,
it
is
important
to
say
that
this
report
does
not
have
other
interest
than
to
generate
points
of
view
that
get
together
ideas,
actions
or
advances
that
trace
paths
of
what
consumers
are
experimenting
in
their
life's,
jobs,
urban
spaces,
brands
and
technology.
Identifying,
grouping
or
defining
trends
has
the
purpose
or
letting
businesses
explore
new
ideas
and
lateral
thinking.
As
in
past
years,
maybe
the
main
use
of
this
document
is
to
make
brands
question
opportunities
that
they
might
have
in
front
of
them
in
this
eight
points.
Finally,
I
want
to
thank
everyone
that
supported
this
report
with
their
observations
and
ideas,
specially
Mario
Ponce
and
Felipe
Serrano
from
DDB.
Also
everyone
that
used
this
report
in
their
strategic
planning
process
during
2011,
the
more
than
12
thousand
users
that
read
it
on
Slideshare
and
the
hundreds
that
downloaded
it,
recommended
it
or
tagged
it
as
their
favorite.
To
all
of
them,
thank
you
so
much.
The Insight Point / www.juanisaza.com!

3. The trends for this year
8!
! !
1.
Direct
&
raw
2.
Un-­‐categorically
3.
Everything
is
social
4.
Obsessive
tracking
5.
The
center
is
ego
6.
Real
is
real
7.
Life
is
a
game
8.
Private
Value
The Insight Point / www.juanisaza.com!

4. 1!!
The Insight Point / www.juanisaza.com!
Direct & Raw
A
year
ago
we
talked
about
the
average
citizen
taking
power
over
institutions.
We
said
that
they
would
be
censored
and
criticized
thanks
to
WE
ARE
GETTING
INTO
A
WORLD
OF
connectivity.
Just
as
we
saw
in
the
Middle
East:
citizens
that,
in
many
cases,
without
the
help
of
traditional
media
or
institutions,
used
CONSUMERS
THAT
ARE
MORE
AND
MORE
Facebook
and
Twitter
to
agree
and
plan
how
to
overthrow
dictatorships
INTERESTED
IN
A
REAL
EXPERIENCE.
PEOPLE
that
seem
impossible
to
topple.
Now
the
citizen
feels
that
they
can
have
access
to
reality
without
filters.
What
was
done
before
by
“agents”
(a
SEARCHING
TO
KNOW
WHAT
HAPPENS
typical
term
from
the
20th
century)
can
now
be
done
by
themselves.
BEHIND
THE
SCENES.
WITHOUT
FILTERS.
IT
IS
To
talk
about
Direct
&
Raw
is
to
talk
about
a
whole
new
transparency.
Media
is
needed
for
the
analyzing
and
compiling
of
news
but
maybe
it
is
NOT
THE
MOMENT
FOR
FANTASY
OR
TO
no
longer
needed
for
the
access
to
the
sources
in
an
era
in
which
public
personas
“tweet”
directly
the
news.
Employers
can
have
direct
feedback
SWEETCOVERED
THINGS.
THE
CITIZEN
WANTS
of
the
moral
of
their
employees
without
the
intervention
of
a
consultant
http://tinyurl.com/bu7e7s7
and
farmers
can
negotiate
directly
with
buyers
TO
CONFRONT
THE
TRUTH
WITHOUT
AGENTS
http://tinyurl.com/82z8tu5
.
Loyal
clients
are
the
ones
that
convincevince
OR
MIDDLEMEN.
skeptics
about
a
brand
without
the
intervention
of
advertising
http://
tinyurl.com/6mdqgtk
.
By
this,
it
is
not
strange
that
peer-­‐to-­‐peer
banking
appears
again
http://tinyurl.com/7tzg3p2
.
All
of
this
makes
it
easier
the
direct
connection
that,
maybe,
will
go
to
extremes
like
a
football
team
that
is
managed
by
their
fans
http://tinyurl.com/3fwhjm3
.
For Brands…
The
great
questioning
of
institutions
that
have
tried
to
manage
our
life
will
continue
because
the
citizen
will
feel,
in
some
way,
that
they
are
no
longer
needed.
With
this
we
will
see
more
and
more
critics
to
central
To
be
able
to
see
the
brands
and
companies
in
a
direct
banks,
Wall
Street,
or
even
the
capitalist
system
http://tinyurl.com/ way,
without
secrets
and
fake
appearances,
will
7hnutqx
.
increase
credibility
among
consumers.
Trendwatching
In
a
year
of
elections
in
USA,
we
could
see
the
skepticism
of
citizens
calls
it
“Flawsome”
and
predicts
that
brands
that
put
toward
the
“perfect”
candidates
as
well
as
toward
the
perfect
their
perfect
image
aside
will
win
credibility
from
PowerPoint
presentations
that
dress-­‐up
everything
http://tinyurl.com/
649wl27
.
Everything
that
seems
covered
in
sugar,
perfectly
constructed
consumers.
And
as
always:
Give
part
of
the
control
to
of
transformed
by
a
middleman
will
be
challenged.
consumers
will
give
good
dividends
to
whom
do
it
fearlessly.

5. 2!
The Insight Point / www.juanisaza.com!
Un-categorically
More
than
10
years
have
passed
since
Zygmunt
Bauman
talked
to
us
about
liquid
modernity.
However
we
never
had
seen
so
clearly
that
liquid
THIS
YEAR
WE
WILL
SEE
WITH
EVEN
MORE
world.
Everything
change
swiftly
and
what
we
used
to
se
as
immutable,
nowadays
experience
a
great
change.
Changing
of
places,
jobs,
spouses,
POWER,
HOW
DIFFICULT
IT
IS
TO
TAG
THINGS,
values
or
sexual
orientation.
There
seem
to
be
no
limits
in
a
world
where
SEGMENT
OR
DRAW
LINES.
THE
BETA
STATE,
tags
don't
have
a
place
because
everything
flows
and
everything,
even
what
we
used
to
hold
as
solid
truth,
melt.
DEFINED
LAST
YEAR,
IS
NOW
EVEN
MORE
In
the
words
of
Trendwatching,
the
great
trend
for
this
2012
is
the
CLEAR:
WE
LIVE
IN
A
WORLD
IN
WHICH
“Eternal
Disruption”
as
a
result
of
new
technologies,
innovation
and
the
change
of
values,
that
has
a
lot
to
do
with
this
liquid
world
in
which
it
is
THINGS
NOT
ONLY
EVOLVE
BUT
CHANGE
impossible
to
put
a
tag
before
discovering
that
everything
has
changed.
We
will
see
how
prices
drop
or
products
become
free
for
a
day
THEIR
VALUES
OR
ESSENCE
IN
A
MATTER
OF
http://tinyurl.com/3twlryg
everything
because
brands
want
to
bring
new
users
and
because
change
is
the
only
constant.
SECONDS.
This
year
we
will
see
the
pop-­‐up
phenomena
growing
stronger
with
restaurants
that
appear
for
a
few
hours
http://tinyurl.com/846xb25
and
it
will
not
be
surprising
when
whole
shopping
malls
that
appear
today
will
be
gone
by
tomorrow
http://tinyurl.com/63s2dvj
.
The
debates
between
connection
and
disconnection
will
mark
people´s
life.
Spaces
and
devices
that
keep
people
connected
are
growing
as
well
as
spaces
that
invite
For brands...
people
to
disconnect
http://tinyurl.com/7hebk8n
.
It
will
be
impossible
to
trace
the
line
between
television
and
internet
with
the
popularization
of
TV
sets
and
websites
in
which
people
will
watch
their
favorite
series
or
It
will
get
even
more
obsolete
to
talk
about
movies,
legally
and
illegally.
To
go
beyond
this
particular
line
will
also
be
demographic
targets.
Psychographics
will
be
proof
of
this
liquid
world.
impossible
to
define
as
immutable
values.
It
will
get
Leaders
of
the
world
kissing
in
the
last
campaign
by
Benetton
and
last
even
more
complex
to
segment
products
or
summers
Target
ad
that
showed
a
child
with
down-­‐syndrome.
It
is
not
only
an
interest
to
generate
controversy,
it
is
the
liquid
reality
in
which
brands.
Brands
should
avoid
establishing
with
one
barriers
between
pretty
and
ugly,
tender
and
cruel,
violent
and
pacific,
seem
to
disappear.
target,
like
Lego
just
did
with
its
new
line
for
girls
(http://tinyurl.com/6lwrycd
).

6. 3!
!
The Insight Point / www.juanisaza.com!
Everything is social
People
continue
to
use
connectivity
to
make
better
buying
decisions.
According
to
a
study
by
Google
in
2011,
79%
of
smartphone
users,
use
CONSUMERS
WILL
LOOK
FOR
ACCESS
MORE
them
to
buy
and
share
shopping
amongst
friends.
In
a
way,
it
is
still
valid
THAN
OWNAGE
OF
THINGS
IN
CONTRAST
TO
to
say
that
you
have
not
bought
it
until
you
have
“posted”
about
it
in
social
media.
PAST
GENERATIONS
WHO´S
LIFE
WAS
However,
what
is
interesting
now
is
that
Hyper-­‐Plural
shopping,
which
GOVERNED
BY
THE
OWNAGE
OF
GOODS,
WE
we
talked
about
last
year,
has
now
turned
into
a
Hyper-­‐Plural
community.
Why
buy
a
bicycle
if
you
can
borrow
it
and
then
leave
it
back
ARE
IN
FRONT
OF
A
CONSUMER
THAT
in
an
authorized
site?
Because
of
the
expansion
that
this
initiatives
have
seen
in
the
world,
borrowed
or
loaned
bicycles
have
turned
into
an
icon
WANTS
TO
SHARE
WITH
HIS
FRIENDS,
of
this
need
to
share,
and
find
ways
to
use
less
polluting
means
of
transportation.
Levi´s
has
just
launched
a
line
of
jeans
for
those
that
CONTACTS
AND
EVEN
STRANGERS
travel
by
bicycle
http://tinyurl.com/7o6hnf8.
In
various
countries
different
ideas
are
seen
that
make
life
easier
for
those
that
have
joined
this
movement
http://tinyurl.com/894regm.
Why
buy
something
that
you
could
borrow
from
a
friend
by
just
asking
in
Facebook?
Maybe
one
of
the
most
emblematic
cases
is
Kindle,
with
its
library
where
now
you
can
loan
books
http://tinyurl.com/3lafwb3
.
There
is
a
social
recognition
towards
everything
that
sounds
like
austerity
and
to
avoiding
unnecessary
spending.
Citizens
will
show
themselves
more
For brands...
critic
of
spending
and
squandering
in
government
and
companies.
Group
buying
will
continue
to
be
a
strong
form
of
saving
and
efficient
buying
at
all
levels,
from
consumer
products
to
charter
flights
http://tinyurl.com/ Crowdsourcing
continues
to
be
relevant
and
7ve2zyr
.
With
exclusive
platforms
through
invitation
or
through
the
participating
continues
to
be
a
more
important
hyper
popular
Groupon.
incentive
than
owning
for
some
social
groups.
We
It
is
undeniable
that
maybe
the
most
important
engine
of
all
of
this
is
the
will
see
brands
and
categories
open
to
participation
value
that
is
given
nowadays
to
sustainability.
We
will
see
hundreds
of
applications
that
help
people
to
locate
who
has
what
other
needs.
All
of
and
co-­‐creation
which
would
be
unthinkable
a
few
this
to
slow
down
unnecessary
production.
So
we
will
also
see
many
years
ago.
As
an
example,
FiatMio
CC
(Creative
initiatives
to
sell
and
buy
used
objects
http://tinyurl.com/3psp2j5
or
even
“non-­‐used
ideas” http://tinyurl.com/yhrboy9
.
commons)
http://tinyurl.com/7pk5krs

7. 4!
!
The Insight Point / www.juanisaza.com!
Obsessive tracking
The
need
to
measure
everything
will
be
seen
in
people
as
in
institutions.
Companies
will
become
more
critic
on
what
represents
to
have
a
fan
or
ONE
OF
THE
MOST
IMPORTANT
USES
THAT
follower
in
social
media.
The
need
to
understand
the
value
that
generates
PEOPLE
FIND
IN
TECHNOLOGY
IN
A
DAY
TO
every
invested
penny
will
be
a
constant.
We
are
in
the
era
of
Econometrics
and,
with
this,
the
solid
belief
that
what
cannot
be
DAY
BASIS,
PARTICULARLY
IN
APPLICATIONS,
measured,
does
not
exist.
The
Economist
warns
that
en
2012
the
focus
of
corporations
trying
to
avoid
risk
will
concentrated
more
in
HAS
TO
DO
WITH
THE
POSSIBILITY
OF
“accountability”
than
in
“creativity”.
TRACKING
EVERYTHING
THAT
HAPPENS.
Penetration
of
smartphones
that
in
average
is
close
to
20%
in
Latin
America,
has
caused
that
applications
that
link
geo-­‐referencing
and
social
MEASURE,
CONTROL
AND
QUANTIFY
WILL
BE
media,
for
example,
no
longer
belong
to
the
elite.
Las
year
we
talked
about
consumers
desire
to
control
everything
with
applications
that
THE
VERBS
OF
2012.
helped
them
control
the
quality
of
sleep,
their
children
development,
the
consumption
and
burn
of
calories,
among
many
things.
This
year
we
will
see
how
all
of
this
becomes
more
popular
an
even
bigger
in
a
group
of
consumers.
And
we
will
see
new
applications
that
help
collect,
in
a
general
way,
everyday
data.
http://tinyurl.com/85kcwj4
.
Also
tracking
so
specific
that
they
will
help
us
evaluate
our
own
body:
Blood
pressure,
visual
and
skin
health
http://tinyurl.com/7j8z9v8
.
Applications
that
start
popular.
For brands...
to
complement
or
even
replace
visits
to
the
doctor
will
be
more
and
more
Applications
will
make
the
life
of
teachers
and
school
directors
easier
by
The
possibility
of
tracking
everything
and
the
fact
of
helping
understand
the
evolution
of
students
http://tinyurl.com/732y62f
or
entrepreneurs
that
will
be
able
to
know
and
reward
good
conduct
feeling
that
anything
can
be
analyzed
all
the
time,
is
amongst
employees
http://tinyurl.com/6rkuc32
.
Alzheimer
patients
will
not
always
negative.
We
will
see
many
examples
of
have
a
better
life
thanks
to
geo-­‐referencing
shoes
that
will
always
show
their
location
http://tinyurl.com/6flyjbt
.
We
will
see
many
ideas
about
the
brands
that
better-­‐up
their
services,
their
offers
and
combination
of
a
place,
a
person
and
a
time
in
order
to
generate
prices
by
optimizing
the
relation
between
time
and
information
that
is
both
powerful
and
useful.
The
smartphone
will
turn
into
a
vital
tool
to
feel
that
you
have
everything
“under
control”.
space
in
which
consumers
access
their
services.
A
good
example
in
http://tinyurl.com/7hbeode.

8. 5!
!
The Insight Point / www.juanisaza.com!
The center is ego
A
year
ago
we
talked
about
My
World
is
the
World.
And
this
year
the
only
thing
the
only
thing
there
is
to
say
about
this
is
that
volume
has
WE
HAVE
ALWAYS
HEARD
THAT
EVERYONE
IS
increased.
If
a
year
ago
it
was
interesting
to
see
how
consumers
where
configuring
content
in
order
to
be
informed
only
of
what
interested
THE
CENTER
OF
THEIR
OWN
UNIVERSE.
BUT
them,
now
we
see
a
world
custom
made
for
anyone
becoming
more
NEVER
BEFORE
IN
HISTORY,
PEOPLE
HAD
evident
and
defined.
If
social
media
is
the
new
public
space,
it
will
never
be
a
space
like
streets
or
shopping
malls
because
it
is
not
a
collective
SEEM
THE
WORLD
FROM
SUCH
A
PERSONAL
space,
it
is
an
individual
space.
It
will
be
a
social
space
but
custom
designed
for
each
one.
PERSPECTIVE.
THE
POSSIBILITY
OF
The
fact
of
going
from
a
society
in
which
mass
media
chose
(or
impose)
CUSTOMIZING
TASTES,
INTERESTS
AND
an
agenda
to
the
world,
to
a
world
where
that
agenda
is
selected
by
citizens,
is
not
a
small
change.
Today
you
can
configure
your
world
in
SELECTING
CONTACTS
HELPS
EVERYONE
TO
which
there
is
no
poverty,
iniquity
or
war.
You
can
also
configure
a
world
where
only
some
brands
or
some
categories
exist.
The
peak
of
DESIGN
THEIR
OWN
REALITY.
the
called
F-­‐commerce
to
refer
to
all
commerce
done
inside
Facebook
is
proof
of
this
http://tinyurl.com/6p668ls.
It
implies
more
than
recommendations
in
Amazon,
since
the
volume
of
information
of
a
person,
their
relationships
and
interactions
is
huge,
and
this
will
make
the
offer
more
personal.
This
customization
that
goes
to
such
intimate
levels,
will
let
us
use
our
profile
to
search
for
the
home
that
will
better
fit
with
our
life
http://
For Brands...
tinyurl.com/7b2rtrt
,
find
people
with
whom
we
could
have
better
chemistry
or
an
application
that
will
learn
our
tastes
and
preferences
in
A
few
years
ago,
the
big
challenge
for
brands
was
to
order
to
recommend
restaurants
with
absolute
assertiveness
http:// recollect
data.
This
year,
however,
we
will
see
that
the
tinyurl.com/5smlef2
.
This
year
we
will
see
new
and
impressive
examples
of
how
information
about
our
life
becomes
actionable
and
challenge
will
be
to
use
this
data
in
a
creative
way.
In
useful.
From
there
that
it
will
not
be
exaggerated
to
say
that
the
world
the
Cannes
Advertising
Festival
we
will
see
interesting
will
get
configured
to
our
measures
and
that
Facebook
and
our
mobile
brand
ideas
that
have
transformed
data
about
applications
will
get
to
know
us
better
than
our
own
family.
consumers
into
content
in
an
individual
scale
that
helps
him,
connects
him
or
simply
entertain
him.

9. 6!
!
The Insight Point / www.juanisaza.com!
Real is real
That
old
idea
of
ON/OFF
in
which
the
real
world
and
the
virtual
world
where
a
continuous
line,
is
no
longer
a
trend.
Now,
it
is
everyday
life.
WHILE
THE
VIRTUAL
WORLD
THAT
That
world
surrounds
us
and
it
is
impossible
for
many
to
approach
the
real
world
without
virtual
help.
Just
as
we
lost
the
ability
to
make
AUGMENTS
THE
REAL
WORLD
IS
GROWING,
mental
arithmetic
calculations
thanks
to
the
calculator,
very
soon
we
WE
WILL
SEE
MANY
CASES
IN
WHICH
will
be
unable
to
memorize
a
route
because
that
task
will
be
left
to
Google
Maps
or
our
GPS.
In
a
world
that
starts
to
depend
on
the
virtual
CONSUMERS
WANTS
TO
GO
BACK
TO
WHAT
in
order
to
live
the
real.
It
is
not
weird
that
original
versions,
retro
stores
and
the
taste
for
the
vintage
start
to
pop-­‐up
everywhere.
In
the
era
of
IS
REAL,
TO
ORIGINAL
VERSIONS,
TO
THE
gaming
and
tablets,
Monopoly
decided
to
launch
a
replica
of
their
original
game
in
a
wood
box
http://tinyurl.com/7epbob8
.
At
the
same
ANALOG,
TO
THE
ANTIQUE.
IT
COULD
BE
time
will
see
many
initiatives
to
return
to
the
use
of
35
mm
cameras
in
an
era
where
they
seem
as
an
anachronism
in
front
digital
photography
NOSTALGIA,
BUT
IT
IS
ALSO
THE
RESULT
OF
A
http://tinyurl.com/3ctvggs
.
LOGICAL
SATURATION
OF
A
WORLD
FULL
OF
It
is
this
interest
for
the
real
what
has
made
department
stores
like
the
BYTES.
british
Selfridges
to
put
on
their
shelves
the
seal
of
“genuine
vintage”
in
an
important
number
of
original
vintage
objects.
That
desire
to
own
what
we
owned
before
everything
came
from
China
and
was
mass-­‐
produced
or
an
imitation,
will
bring
a
lot
of
opportunities
for
brands
and
companies.
According
to
The
Economist,
bosses
will
find
out
that
home-­‐
office
has
been
disastrous
for
corporate
culture
and
will
look
again
for
face
to
face
jobs.
For Brands...
In
a
world
in
which
expressing
affection
was
replaced
in
many
cases
by
The
big
opportunity
for
brands
could
be
in
creativity
clicking
in
the
“like”
button,
today
we
live
in
the
nostalgia
for
the
that
is
born
out
of
nostalgia
and
also
out
of
revelry.
In
analog.
Putting
a
megaphone
on
a
street
so
that
people
shout-­‐out
instead
of
“posting”
is
a
clear
sample
of
this
interest
from
consumers
Singapore,
a
series
of
coffee
shops
created
the
for
more
authentic
experiences
http://tinyurl.com/3bdefy4
.
BeDisloyal
card,
in
order
to
give
points
to
those
that
went
to
traditional
coffee
shops
and
not
chains
(
Maybe
Occupy
Wall
Street
or
Spain´s
outraged
has
something
t
o
do
with
nostalgia
for
the
French
may.
Without
a
doubt
it
is
more
than
http://tinyurl.com/6py98yz).
Do
not
forget
the
power
that.
But
in
a
world
full
of
social
media,
4.7
instead
of
6
degrees
http:// that
brand
activations
have
with
real
real
actions
in
real
tinyurl.com/76uk68n
,
it
looks
like
there
is
a
need
to
join
forces
face
to
face
in
order
to
change
the
world.
spaces.

10. !
The Insight Point / www.juanisaza.com!
Life is a game 7!
Everything
is
a
game,
like
we
said
last
year,
today
this
could
not
be
more
relevant.
67%
of
smartphone
users
have
downloaded
applications
MUCH
HAS
BEEN
SAID
ABOUT
THE
related
to
games,
says
a
study
conducted
by
Nielsen.
According
to
Time,
in
2012,
50%
of
users
that
accessed
Facebook
did
it
to
play.
So,
in
EXPANSION
THAT
GAMING
WILL
LIVE
IN
OUR
August
when
Facebook
reaches
1
billion
users,
they
will
also
be
LIFETIME
AND
IN
THE
LIFE
OF
BRANDS.
consolidating
the
biggest
group
of
gamers
in
history.
MAYBE
WHAT
IS
MORE
RELEVANT
IS
THAT
IT
Of
the
many
collected
observations
in
which
gaming
has
different
roles,
it
is
detected
that
gaming
also
has
an
education
role.
It
is
corroborated
WILL
STOP
BEING
AN
ACTIVITY
AND
NOW
with
applications
and
real
life
experiments
that
gaming
has
a
great
didactic
power
not
only
to
entertain
but
also
to
motivate
employees
WILL
ALSO
BE
A
TOOL
TO
LEARN,
INTERACT
http://tinyurl.com/6wl4sjm
and
to
learn
sciences
in
school
http://
tinyurl.com/3mfmqtt
.
AND
MAKE
REAL
LIFE
EASIER.
Maybe
the
most
interesting
advance
in
gaming
is
that
they
are
seen
less
as
games
and
more
as
part
of
real
life.
That
is
why
the
Situationist,
censured
by
Apple,
is
no
interesting
http://tinyurl.com/4oemngd
.
The
dividing
line
between
reality
and
game
is
the
great
transformation
in
our
thinking
and
in
the
vision
that
man
has
traditionally
given
to
gaming
as
something
in
the
border
real
life.
Graphics
on
game
consoles
have
permitted
that
games
are
felt
less
as
For Brands...
recreational
activities
and
more
as
real
entertainment
http:// In
the
last
year,
there
have
been
many
great
cases
of
tinyurl.com/86etkbc
.
And
we
will
see
how
equipment
that
once
was
used
to
play
is
now
part
of
other
territories,
like
a
british
company
that
the
usage
of
games
by
brands.
Maybe
the
great
uses
Kinect
to
study
the
shopping
behavior
of
people
http:// opportunity
now
is
to
see
games
not
as
games
and
to
tinyurl.com/blavmpx
.
explore
the
limits
with
real
life.
The
usage
of
geo-­‐
It
is
because
of
this
that
we
will
see
more
effort
in
tech
companies
to
referencing
or
augmented
reality
can
extend
the
expand
the
limits
of
their
devices
that
work
with
gesture
recognition
in
order
to
make
them
part
of
our
lives.
The
same
thing
happens
with
brand
experience
beyond
the
limits
of
virtuality
and
voice
that
will
be
more
and
more
useful.
“Voice
recognition
is
the
new
win
differentiation
by
involving
the
life
of
people.
QWERT”
says
Alexander
Ljung,
founder
of
Soundcloud.

11. 8!
!
The Insight Point / www.juanisaza.com!
Private Value
The
concern
for
the
concentration
of
information
about
people
that
some
platforms
have
will
increase.
This
will
surely
cause
a
lot
of
THIS
YEAR
THE
CONCERN
FOR
PRIVACY
AND
challenging:
Facebook
as
owner
of
all
personal
information
and
connections,
Google
of
searches,
Amazon
and
Apple
of
preferences.
In
SECURITY
WILL
GROW
AS
MORE
AND
MORE
2012
there
will
be
a
lot
of
talk
of
who
will
be
able
to
lead
new
spaces
in
PARTS
OF
OUR
LIFE
(INCLUDING
MONEY)
GO
television
(Google,
Apple,
Amazon?).
Also
about
who
would
be
the
leader
in
pays
through
mobile,
where
there
is
no
clear
owner.
Apple,
THROUGH
DIGITAL
PLATFORMS.
FACEBOOK
Google
and
Nokia
hand
in
hand
with
Microsoft,
but
also
banks
and
credit
card
companies.
AND
GOOGLE+
WILL
CONTINUE
TO
GROW
As
digital
platforms
involve
more
and
more
of
people
life,
the
worry
and
BUT
NOT
WITH
BLIND
USERS
BUT
WITH
restlessness
will
grow.
According
to
Sheryl
Sandberg,
Chief
Operating
Officer
of
Facebook,
the
growth
of
people
shared
information
will
be
CRITIC
USERS
THAT
PAY
ATTENTION
TO
THEIR
accompanied
with
an
attitude
of
carefulness
about
what
is
being
shared
http://tinyurl.com/7xhhzh4
,
even
more
as
voice
and
face
recognizance
RIGHTS.
schemes
http://tinyurl.com/y8kztn3
that
could
raise
questions
about
the
risks
for
people´s
privacy.
So,
this
will
be
a
year
where
laws
will
be
discussed
(in
those
countries
where
they
have
not
been
approved)
and
will
be
implemented
and
citizens
will
be
taught
about
their
rights
(those
in
which
there
have
been
laws
in
regard
to).
Examples
will
come
out
of
platforms
that
understand
For Brands...
the
worries
of
people
about
privacy
and
about
the
use
of
information
http://tinyurl.com/6wtvmkc
and
applications
to
save
and
protect
There
is
no
doubt
that
the
big
opportunity
for
brands
content,
profiles
and
preferences.
will
be
in
a
proactive
attitude
in
front
of
users
doubts
in
Many
will
question
social
media
and
the
use
they
give
to
conversation
regard
to
the
information
that
is
being
kept
and
used.
data
and
“privacy
will
capture
more
attention
as
users
become
aware
of
Talking
about
privacy
with
an
ample
knowledge
and
how
much
information
from
their
personal
and
professional
life
they
are
involuntarily
giving
out
in
social
media”
just
as
Sysomos
blog
points
out
offering
spaces
for
questions
could
be
one
of
the
in
their
predictions
for
2012
http://tinyurl.com/7dev4xv.
functions
that
give
more
credibility
to
community
managers
among
participants
of
brand
communities.

12. For more info...
:)!
! !
The
compilation
of
trends
here
included
is
the
result
of
a
work
of
capturing,
filtrating
and
evaluating
of
many
direct
and
indirect
sources.
Among
them:
www.iconoculture.com
www.trendhunter.com
www.thecoolhunter.net
www.trendoriginal.com
www.trendwatching.com
www.buzzfeed.com
www.luckie.com
www.economist.com
www.springwise.com
www.time.com
www.trendcentral.com
www.wired.com
www.brandchannel.com
www.blog.sysomos.com
To
consult
more
sources:
http://www.delicious.com/juanisaza
Tags:
trends,
trendspotting,
consumer,
marketing
The Insight Point / www.juanisaza.com!

13. Juan Isaza
@!
! !
Strategic
Planning
VP
in
the
Mexican
branch
of
DDB
and
director
of
Social
Media
Lab
for
DDB
Latina.
Since
2008
he
is
part
of
Planning
Futures
Group,
a
group
with
the
task
of
creating
and
implementing
of
strategic
tools
that
are
used
by
DDB
offices
throughout
the
world.
He
writes
regularly
for
his
blog
www.juanisaza.com
as
well
as
for
the
Colombian
newspaper
Portafolio.
Twitter:
@juanisaza
Previous
reports
can
be
consulted
in
www.slideshare.net/juanisaza
This
document
can
be
reproduced
partially
or
completely
as
long
as
the
source
and
the
link
be
provided.
The Insight Point / www.juanisaza.com!