a demographic reality check: trends, they're complicated things
DESCRIPTION
How can Demographics, Ethnography and Big Data work together to tell a more complete story of today's changing consumer trends. Presented at the ESRI Business Summit, 2014 by Matt CarmichaelTRANSCRIPT
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“The Fundamental Interconnectedness of all Things”
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We are more than our demographic profiles
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Frankie and DaleLocation: Teton County, Mt.Generation: BoomerRace/Ethnicity: White, non-HispanicHousehold: Married, 3 kidsTapestry: Factories and Farms
AlfredoLocation: Los Angeles CountyGeneration: BoomerRace/Ethnicity: White, HispanicHousehold: Married, 2 kidsTapestry: Global Roots
MichaelLocation: New York CountyGeneration: MillennialRace/Ethnicity: BlackHousehold: Boyfriend + roommateTapestry: Metropolis
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Boomer White
Man
College-Educated
Non-HispanicsuburbanHome-owner
VeteranFather
White-collar Full-time worker
middle-class
Drives to work
ChrisLocation: Las Vegas CountyGeneration: BoomerRace/Ethnicity: White, non-HispanicHousehold: SingleTapestry: Family Portrait
Divorced
Part-time custody
Single-person household
Underwater-mortgage
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1… 2
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T R E N D
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Mobile techMarried later
Living at home
Helicopter parents
UrbanRenter
Driving less
twenty-something
Bi-racial couple
Rising healthcare costs
middle-class
Entitled
“The Monocle Returns”
“In a New Trend in Hair Removal, Women Prefer the Natural Look”
“Baby Boomers Are Drawn to Green and Eco-Friendly Funerals”
We have reached Peak___ Auto/Beard/Oil
_______ is the future
“Online Merchants Home In on Imbibing Consumers”
“It’s Hip to Be Round – Potbellies are in”
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Photo: notahipster/Flickr
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Photo: alicehenneman/Flickr
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Photo: sweetonveg/Flickr
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Decline in Detroit
“Detroit's decline has been going on for a long while. In the face of growing foreign and domestic competition, auto companies merged, or quit, or moved out of town to get closer to markets... The U.S. Government lists Detroit as an area of "substantial and persistent unemployment.''
TimePhoto: Angela Anderson-Cobb/Flickr
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#letsboogie
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Demographics
• Identify big trends• Locate Markets in Space
Big Data
• Connect trends to consumers• Aggregate individuals into marketsE
thnography
• Better understand customer• Better understand trends