In our interconnected world, the Internet of Things (IoT) has transcended its technological origins to become a cultural phenomenon, shaping narratives, sparking imaginations, and redefining our relationship with technology.
Role: Trend Forecaster
Client: Telefonica
Industry: Tecnology
Project: Trend & Cultural Analysis
Location: Barcelona / London
Year: 2014
THE CHALLENGE
Understanding how people adopt and interact with IoT devices. Exploring cultural beliefs and values influencing how people perceive this new paradigm. Analysing the raising of interest in narratives that explore the human experience through the lens of connected objects.
The TRENDS
The Learning
In the realm of culture, the Internet of Things (IoT) represents a fascinating intersection of technology and everyday life, transforming the way we interact with our environment and each other. Overall, the IoT represents a technological advancement and a cultural shift towards a more interconnected, data-driven society.
Key findings include identifying behavioural drivers influencing IoT adoption, such as convenience, trust, social influence, and structural inequalities.
• The IoT becomes a playground for storytelling, offering endless narrative possibilities that reflect our hopes, fears, and aspirations for the future. It's a world where the line between the physical and digital realms blurs, where everyday objects become portals to new adventures and experiences. It invites us to rethink our relationship with technology and the objects surrounding us.
Methodologies
• Qualitative / Quantitative Research
• Netnography
• Cultural Insights Analysis
• Trend Forecasting
• Scenario Mapping
• Consumer Research
• Netnography
• Cultural Insights Analysis
• Trend Forecasting
• Scenario Mapping
• Consumer Research
• Subculture Analysis
• Brainstorming Sessions
• Personas Creation
