Abstract

To better match the complex challenges innovation presents, it is critical to consider an approach and methodology more akin to epidemiology – a method that accounts for the full picture of how trends in culture are evolving. A process rich with layers. One that recognizes often overlooked triggers to new behaviors. One that is exploratory, yet grounded by real data and structured by cultural parameters. An approach that unites consumer anthropology with data science.

Keywords

Anthropology and ethnography Branding Design thinking, Design philosophy, and Design patterns Marketing Semiotics: sign/symbol/icon design Data science 

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    Timothy J., Stock, M.L.: System and Method for Culture Mapping. ScenarioDNA, assignee. Patent 9002755. 7 April 2015. PrintGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.scenarioDNANew YorkUSA
  2. 2.Parsons School of DesignNew YorkUSA

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