a talk that was given at IIeX Behavior Science in Chicago November 8th, 2017.

1. CULTURE MAPPING DATA TO UNCOVER
BEHAVIORAL ARCHETYPES & IDEOLOGIES
scenarioDNA
anthropology meets data science

2. Do we really
need research?
2scenarioDNA
"Our friends up north spend
over $5bn on research and
development and all they
seem to do is copy Google
and Apple."
- Steve Jobs in 2006

3. We are trying to
make humans
fit a machine
model
3scenarioDNA
Most research methods
underestimate the complexity
behind the way humans
process the world around them.

4. Welcome to
the age of
ambiguity
4scenarioDNA
Research must catch up to
the role it must play.

5. Culture is at
the heart of
everything
companies
must
understand
and do
5scenarioDNA
We need to get smarter about
what we consider culture and
how we measure it.

6. Recent
acquisitions
reflect this call
for culture
6scenarioDNA
Nestle announced it has
taken a 68% stake in
Blue Bottle Coffee.
Kellogg’s has
announced it will buy
RXBAR for $600 million.

7. Culture is a
system (not a
target)
7scenarioDNA
The profound opportunity for
insight is in the cultural patterns
of adoption and adaptation.

8. Context is the
critical
element to
understand
language and
culture
8scenarioDNA
Our methods must evolve to
track how language emerges
and why it changes over time.

9. Anthropologists
with a data
science patent
9scenarioDNA
Our Culture Mapping helps us
organize and make sense of the
ongoing influx of cultural data and
trends by looking at language in
all its forms -- both words and
images, from visual to auditory.
A System & Method of Culture Mapping

10. We leverage
language as
our most
powerful form
of human data
Capturing and analyzing
naturally occurring data
sources offers a richer view of
how society is really working.
10scenarioDNA
words images
gestures sounds

11. STATIC
PROGRESSIVE
ANALYTIC
EXPRESSIVE
Low
touch
Resist societal norms
Affirm societal norms
High
touch
4
zeitgeist
3
21
ritual
identity
symbol
cultural saturation social propagation
setting the language wiring the behavior
Culture
Mapping
structures this
data as a
system view of
cultural change
Our matrix provides a logical
framework for how language
changes over time.
11scenarioDNA

12. TECHNIQUE
SATURATIONVISION
ASPIRATION
12scenarioDNA
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-3
+3,-5
+3,-6
+3,-2
+3,-1
+2-4
+2,-3
+2,-5
+2,-6
+2,-2
+2,-1
+1-4
+1,-3
+1,-5
+1,-6
+1,-2
+1,-1
+5,-4
+5,-3
+5,-5
+5,-6
+5,-2
+5,-1
+6,-4
+6,-3
+6,-5
+6,-6
+6,-2
+6,-1
+7,-4
+7,-3
+7,-5
+7,-6
+7,-2
+7,-1
+4,+3
+4,+4
+4,+2
+4,+1
+4,+5
+4,+6
+3+3
+3,+4
+3,+2
+3,+1
+3,+5
+3,+6
+2,+3
+2,+4
+2,+2
+2,+1
+2,+5
+2,+6
+1+3
+1,+4
+1,+2
+1,+1
+1,+5
+1,+6
+5,+3
+5,+4
+5,+2
+5,+1
+5,+5
+5,+6
+6,+3
+6,+4
+6,+2
+6,+1
+6,+5
+6,+6
+7,+3
+7,+4
+7,+2
+7,+1
+7,+5
+7,+6
-4,+4
-4,+3
-4,+5
-4,+6
-4,+2
-4,+1
-3,+3
-3,+4
-3,+2
-3,+1
-3,+5
-3,+6
-2+3
-2,+4
-2,+2
-2,+1
-2,+5
-2,+6
-1+3
-1,+4
-1,+2
-1,+1
-1,+5
-1,+6
-5,+3
-5,+4
-5,+2
-5,+1
-5,+5
-5,+6
-6,+3
-6,+4
-6,+2
-6,+1
-6,+5
-6,+6
-7,+3
-7,+4
-7,+2
-7,+1
-7,+5
-7,+6
Our matrix
provides a
humanized
logic for
analyst and
machine
collaboration
words images
gestures
sounds Analyst
+
Machine
Learning
12scenarioDNA

13. We can train
machines with
these patterns
and develop
useful AI frames
13scenarioDNA
The foundation of good artificial
intelligence (AI) is a testable
framework of measurement that
can be scaled in the context of
ongoing change.

14. Behavior
requires two
related points
14scenarioDNA
If we want to translate the data
we gather into meaningful
narratives, we need to
understand how these
relationships are working.
A
B
here
not
there
Meanings emerge only in
relationship between data points.

15. TECHNIQUE
SATURATIONVISION
ASPIRATION
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-3
+3,-5
+3,-6
+3,-2
+3,-1
+2-4
+2,-3
+2,-5
+2,-6
+2,-2
+2,-1
+1-4
+1,-3
+1,-5
+1,-6
+1,-2
+1,-1
+5,-4
+5,-3
+5,-5
+5,-6
+5,-2
+5,-1
+6,-4
+6,-3
+6,-5
+6,-6
+6,-2
+6,-1
+7,-4
+7,-3
+7,-5
+7,-6
+7,-2
+7,-1
+4,+3
+4,+4
+4,+2
+4,+1
+4,+5
+4,+6
+3+3
+3,+4
+3,+2
+3,+1
+3,+5
+3,+6
+2,+3
+2,+4
+2,+2
+2,+1
+2,+5
+2,+6
+1+3
+1,+4
+1,+2
+1,+1
+1,+5
+1,+6
+5,+3
+5,+4
+5,+2
+5,+1
+5,+5
+5,+6
+6,+3
+6,+4
+6,+2
+6,+1
+6,+5
+6,+6
+7,+3
+7,+4
+7,+2
+7,+1
+7,+5
+7,+6
-4,+4
-4,+3
-4,+5
-4,+6
-4,+2
-4,+1
-3,+3
-3,+4
-3,+2
-3,+1
-3,+5
-3,+6
-2+3
-2,+4
-2,+2
-2,+1
-2,+5
-2,+6
-1+3
-1,+4
-1,+2
-1,+1
-1,+5
-1,+6
-5,+3
-5,+4
-5,+2
-5,+1
-5,+5
-5,+6
-6,+3
-6,+4
-6,+2
-6,+1
-6,+5
-6,+6
-7,+3
-7,+4
-7,+2
-7,+1
-7,+5
-7,+6
-4,-4
-4,-3
-4,-5
-4,-6
-4,-2
-4,-1
-3-4
-4,-3
-3,-5
-3,-6
-3,-2
-3,-1
-2-4
-2,-3
-2,-5
-2,-6
-2,-2
-2,-1
-1-4
-1,-3
-1,-5
-1,-6
-1,-2
-1,-1
-5,-4
-5,-3
-5,-5
-5,-6
-5,-2
-5,-1
-6,-4
-6,-3
-6,-5
-6,-6
-6,-2
-6,-1
-7,-4
-7,-3
-7,-5
-7,-6
-7,-2
-7,-1
Meaningful
stories emerge
from the
patterns
We can see how words change
meaning as they become
associated with other words.
These patterns shape a
narrative framework that be
modelled to predict future
scenarios.
+4,-4
-4, -3
-5, +3
15scenarioDNA

16. Research
under-leverages
conflict
16scenarioDNA

17. TECHNIQUE
SATURATIONVISION
ASPIRATION
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-3
+3,-5
+3,-6
+3,-2
+3,-1
+2-4
+2,-3
+2,-5
+2,-6
+2,-2
+2,-1
+1-4
+1,-3
+1,-5
+1,-6
+1,-2
+1,-1
+5,-4
+5,-3
+5,-5
+5,-6
+5,-2
+5,-1
+6,-4
+6,-3
+6,-5
+6,-6
+6,-2
+6,-1
+7,-4
+7,-3
+7,-5
+7,-6
+7,-2
+7,-1
+4,+3
+4,+4
+4,+2
+4,+1
+4,+5
+4,+6
+3+3
+3,+4
+3,+2
+3,+1
+3,+5
+3,+6
+2,+3
+2,+4
+2,+2
+2,+1
+2,+5
+2,+6
+1+3
+1,+4
+1,+2
+1,+1
+1,+5
+1,+6
+5,+3
+5,+4
+5,+2
+5,+1
+5,+5
+5,+6
+6,+3
+6,+4
+6,+2
+6,+1
+6,+5
+6,+6
+7,+3
+7,+4
+7,+2
+7,+1
+7,+5
+7,+6
-4,+4
-4,+3
-4,+5
-4,+6
-4,+2
-4,+1
-3,+3
-3,+4
-3,+2
-3,+1
-3,+5
-3,+6
-2+3
-2,+4
-2,+2
-2,+1
-2,+5
-2,+6
-1+3
-1,+4
-1,+2
-1,+1
-1,+5
-1,+6
-5,+3
-5,+4
-5,+2
-5,+1
-5,+5
-5,+6
-6,+3
-6,+4
-6,+2
-6,+1
-6,+5
-6,+6
-7,+3
-7,+4
-7,+2
-7,+1
-7,+5
-7,+6
-4,-4
-4,-3
-4,-5
-4,-6
-4,-2
-4,-1
-3-4
-4,-3
-3,-5
-3,-6
-3,-2
-3,-1
-2-4
-2,-3
-2,-5
-2,-6
-2,-2
-2,-1
-1-4
-1,-3
-1,-5
-1,-6
-1,-2
-1,-1
-5,-4
-5,-3
-5,-5
-5,-6
-5,-2
-5,-1
-6,-4
-6,-3
-6,-5
-6,-6
-6,-2
-6,-1
-7,-4
-7,-3
-7,-5
-7,-6
-7,-2
-7,-1
Patterns of
dissent and
aspiration are
fundamental
activators of
social change
Pattern of
dissent
Pattern of
aspiration
saturation
knowledge
new meaning
new currency
17scenarioDNA

18. We can map
Jungian
archetypes as
a foundation
to reflect the
narrative
patterns
18scenarioDNA

19. TECHNIQUE
SATURATIONVISION
ASPIRATION
19scenarioDNA
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-3
+3,-5
+3,-6
+3,-2
+3,-1
+2-4
+2,-3
+2,-5
+2,-6
+2,-2
+2,-1
+1-4
+1,-3
+1,-5
+1,-6
+1,-2
+1,-1
+5,-4
+5,-3
+5,-5
+5,-6
+5,-2
+5,-1
+6,-4
+6,-3
+6,-5
+6,-6
+6,-2
+6,-1
+7,-4
+7,-3
+7,-5
+7,-6
+7,-2
+7,-1
+4,+3
+4,+4
+4,+2
+4,+1
+4,+5
+4,+6
+3+3
+3,+4
+3,+2
+3,+1
+3,+5
+3,+6
+2,+3
+2,+4
+2,+2
+2,+1
+2,+5
+2,+6
+1+3
+1,+4
+1,+2
+1,+1
+1,+5
+1,+6
+5,+3
+5,+4
+5,+2
+5,+1
+5,+5
+5,+6
+6,+3
+6,+4
+6,+2
+6,+1
+6,+5
+6,+6
+7,+3
+7,+4
+7,+2
+7,+1
+7,+5
+7,+6
-4,+4
-4,+3
-4,+5
-4,+6
-4,+2
-4,+1
-3,+3
-3,+4
-3,+2
-3,+1
-3,+5
-3,+6
-2+3
-2,+4
-2,+2
-2,+1
-2,+5
-2,+6
-1+3
-1,+4
-1,+2
-1,+1
-1,+5
-1,+6
-5,+3
-5,+4
-5,+2
-5,+1
-5,+5
-5,+6
-6,+3
-6,+4
-6,+2
-6,+1
-6,+5
-6,+6
-7,+3
-7,+4
-7,+2
-7,+1
-7,+5
-7,+6
-4,-4
-4,-3
-4,-5
-4,-6
-4,-2
-4,-1
-3-4
-4,-3
-3,-5
-3,-6
-3,-2
-3,-1
-2-4
-2,-3
-2,-5
-2,-6
-2,-2
-2,-1
-1-4
-1,-3
-1,-5
-1,-6
-1,-2
-1,-1
-5,-4
-5,-3
-5,-5
-5,-6
-5,-2
-5,-1
-6,-4
-6,-3
-6,-5
-6,-6
-6,-2
-6,-1
-7,-4
-7,-3
-7,-5
-7,-6
-7,-2
-7,-1
Unique strings
of language
correlate with
these Jungian
archetypes
This structure can be leveraged
with new datasets and to test
patterns in language using
computational linguistics.
THE
RULER
THE
EVERYMAN
THE
CAREGIVER
THE
INNOCENT
THE
LOVER
THE
HERO
THE
JESTER
THE
CREATORTHE
EXPLORER
THE
MAGICIAN
THE
SAGE
THE
REBEL

20. Food trends
can be most
effectively
measured as
an ideological
system
20scenarioDNA

21. Statistics miss
the ideological
role brands play
There is more than growth
to measure if you want to
anticipate emerging trends
and potential dilution.
21scenarioDNA

22. TECHNIQUE
SATURATIONVISION
ASPIRATION
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-3
+3,-5
+3,-6
+3,-2
+3,-1
+2-4
+2,-3
+2,-5
+2,-6
+2,-2
+2,-1
+1-4
+1,-3
+1,-5
+1,-6
+1,-2
+1,-1
+5,-4
+5,-3
+5,-5
+5,-6
+5,-2
+5,-1
+6,-4
+6,-3
+6,-5
+6,-6
+6,-2
+6,-1
+7,-4
+7,-3
+7,-5
+7,-6
+7,-2
+7,-1
+4,+3
+4,+4
+4,+2
+4,+1
+4,+5
+4,+6
+3+3
+3,+4
+3,+2
+3,+1
+3,+5
+3,+6
+2,+3
+2,+4
+2,+2
+2,+1
+2,+5
+2,+6
+1+3
+1,+4
+1,+2
+1,+1
+1,+5
+1,+6
+5,+3
+5,+4
+5,+2
+5,+1
+5,+5
+5,+6
+6,+3
+6,+4
+6,+2
+6,+1
+6,+5
+6,+6
+7,+3
+7,+4
+7,+2
+7,+1
+7,+5
+7,+6
-4,+4
-4,+3
-4,+5
-4,+6
-4,+2
-4,+1
-3,+3
-3,+4
-3,+2
-3,+1
-3,+5
-3,+6
-2+3
-2,+4
-2,+2
-2,+1
-2,+5
-2,+6
-1+3
-1,+4
-1,+2
-1,+1
-1,+5
-1,+6
-5,+3
-5,+4
-5,+2
-5,+1
-5,+5
-5,+6
-6,+3
-6,+4
-6,+2
-6,+1
-6,+5
-6,+6
-7,+3
-7,+4
-7,+2
-7,+1
-7,+5
-7,+6
-4,-4
-4,-3
-4,-5
-4,-6
-4,-2
-4,-1
-3-4
-4,-3
-3,-5
-3,-6
-3,-2
-3,-1
-2-4
-2,-3
-2,-5
-2,-6
-2,-2
-2,-1
-1-4
-1,-3
-1,-5
-1,-6
-1,-2
-1,-1
-5,-4
-5,-3
-5,-5
-5,-6
-5,-2
-5,-1
-6,-4
-6,-3
-6,-5
-6,-6
-6,-2
-6,-1
-7,-4
-7,-3
-7,-5
-7,-6
-7,-2
-7,-1
Visualizing food
trends as a
system of
evolving
ideologies
22scenarioDNA
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
We can visualize and measure
how smaller cultural signals are
being adopted as well as track
dissenting response to dilution
of meaning.
THE IDEALISTS
THE AUTOMATICS
THE ARTISANS
THE PRESENTERS
Food as ideal Food as creativity
Food as social currencyFood as policy
Pattern of
dissent
Pattern of
aspiration

23. TECHNIQUE
SATURATIONVISION
ASPIRATION
+4,-4
+4,-3
+4,-5
+4,-6
+4,-2
+4,-1
+3-4
+4,-3
+3,-5
+3,-6
+3,-2
+3,-1
+2-4
+2,-3
+2,-5
+2,-6
+2,-2
+2,-1
+1-4
+1,-3
+1,-5
+1,-6
+1,-2
+1,-1
+5,-4
+5,-3
+5,-5
+5,-6
+5,-2
+5,-1
+6,-4
+6,-3
+6,-5
+6,-6
+6,-2
+6,-1
+7,-4
+7,-3
+7,-5
+7,-6
+7,-2
+7,-1
+4,+3
+4,+4
+4,+2
+4,+1
+4,+5
+4,+6
+3+3
+3,+4
+3,+2
+3,+1
+3,+5
+3,+6
+2,+3
+2,+4
+2,+2
+2,+1
+2,+5
+2,+6
+1+3
+1,+4
+1,+2
+1,+1
+1,+5
+1,+6
+5,+3
+5,+4
+5,+2
+5,+1
+5,+5
+5,+6
+6,+3
+6,+4
+6,+2
+6,+1
+6,+5
+6,+6
+7,+3
+7,+4
+7,+2
+7,+1
+7,+5
+7,+6
-4,+4
-4,+3
-4,+5
-4,+6
-4,+2
-4,+1
-3,+3
-3,+4
-3,+2
-3,+1
-3,+5
-3,+6
-2+3
-2,+4
-2,+2
-2,+1
-2,+5
-2,+6
-1+3
-1,+4
-1,+2
-1,+1
-1,+5
-1,+6
-5,+3
-5,+4
-5,+2
-5,+1
-5,+5
-5,+6
-6,+3
-6,+4
-6,+2
-6,+1
-6,+5
-6,+6
-7,+3
-7,+4
-7,+2
-7,+1
-7,+5
-7,+6
-4,-4
-4,-3
-4,-5
-4,-6
-4,-2
-4,-1
-3-4
-4,-3
-3,-5
-3,-6
-3,-2
-3,-1
-2-4
-2,-3
-2,-5
-2,-6
-2,-2
-2,-1
-1-4
-1,-3
-1,-5
-1,-6
-1,-2
-1,-1
-5,-4
-5,-3
-5,-5
-5,-6
-5,-2
-5,-1
-6,-4
-6,-3
-6,-5
-6,-6
-6,-2
-6,-1
-7,-4
-7,-3
-7,-5
-7,-6
-7,-2
-7,-1
Imagery reveals
important
unspoken truths
23scenarioDNA
ANALYTIC
EXPRESSIVE
PROGRESSIVE
STATIC
The connotation of imagery is
critical to understanding context
and how trends are evolving.
#zerohunger #edibleinsects
#goodcarbs#everydaycooking

24. Elusive and
dynamic
markets chart
the path for
today’s
research
Markets like South Korea,
China and Japan present
unique challenges when
gathering insights.
24scenarioDNA

25. Methods that
elevate
ethnography to
anthropology
These cognitive frameworks
structure recruitment and
ethnography to be
cross-correlated to broader
datasets. Nuances in fieldwork
can be understood in real time
and statistically validated.
25scenarioDNA
TECHNIQUE
SATURATIONVISION
ASPIRATION
Verbatims
from fieldwork
transcripts
n-gram

26. Research is
more essential
than ever
26scenarioDNA

27. We need
bridges more
than disruption
New technology is
currently outpacing ways
to effectively frame it.
27scenarioDNA

28. We must
frame key
performance
indicators
(KPIs) in the
context of
culture
28scenarioDNA
Social expression and adaptive
behavior must be at the center
of how we develop sustainable
growth for brands.

29. We need
human
intelligence to
lead artificial
intelligence
29scenarioDNA

30. 30scenarioDNA
Thank you.
@timstock