Markets change fast.
In 6 months, one market may have radically changed. It may happen in several ways, starting from the skills and competence requirements to the final customer’s request for different experiences.
And of course, change may involve production and competition too: radically different products and competitors may appear on the market.
Furthermore, to get a true picture, all the changes must be analysed in relation with global social transformations (climate changes, crises, wars, …), technological innovations (hyper-connectivity, AI, VR, Robots, Algorithms, …) and the relative ethic and legal implications.
Through the Near Future Design research method Nefula analyzes the evolution of the markets, highlighting possibilities for the developments of business and society. The Research and Consultancy service is designed for companies and organizations who want to position themselves in the innovation field, and be able to deal with a market that change really fast.
Nefula uses a cross-disciplinary approach to analyze the present state of markets.
Data and information, collected using Big Data analytic software, are examined from multiple point of views, to have a complete and exhaustive vision about the directions of change of the market. These analysis are used to describe a map of possible near futures. The “Future Map” is a powerful tool to reflect about complex future scenarios and their implications in business.
Thanks to design tools, design fiction methodologies and transmedia strategies it is possible to open up these visions and reflections to a wide public in engaging and thought-provoking ways. This provides an unique opportunity to collect a huge amounts of feedbacks and expressions about people’s desire for the near future.
This data-driven participatory process open up alternative and innovative ways of doing business.
A Near Future Design process on market segments could produce:
The report is a technical and scientific outcome of the research process.
It includes all the information collected during the analysis of the current state of markets, including dataset from the social network analysis. It also describes the tensions in the present and the possible directions for the near future, based on data analysis.
Furthermore, if the design fiction phase is included, the report shows all the expressions generated online from people about the near future scenario performed. The expressions are processed through different techniques as: Natural Language Analysis, Sentiment Analysis, Network Analysis, Geo-Referencing.
Data visualizations are created to clearly communicate the complexity of the research phase.
Dataviz are powerful tools to show patterns or relationships in the data, and highlight tensions and emergences.
They can be research tools or visual communication products. In this last case they aims to make knowledge accessible to the users in meaningful ways to lead reflections and discussions.
Design Fiction and Speculative Products
Design fictions and speculative objects aims to materialize future scenarios in the real world.
Starting from the map of the possible futures, a design process develops various concepts for the near future markets.
Then, they take the shape of hyperreal fictional products and are spread following transmedia strategies to reach a wide public.
This process allows to collect a significant amounts of feedbacks about the people’s perception of the near future scenario performed.
Immersive events are created to involve general public or specific targets.
Events are definitely the best opportunity to show the research results and start a global discussions about them.
Going beyond the traditional models of event (conference, speech, debate..), immersive events are spaces where is possible to have experience of near future scenarios. They can be design fiction exhibits, virtual or real interactive experience or multimedia environments.