Trends don’t come from companies; they don’t come from agencies; they come from people, says Timo Veikkola, Senior Future Specialist at Nokia. Timo is an Anthropologist and holds a strategic position inside the global company that connects people. In his role at Nokia Design he looks at society to understand how there are going to be shifts in behavior and culture that can inspire his design teams.
Timo recently spoke at the PSFK Conference in London on a “Vision of our Future”. In this
he illustrates how his team envisions the future through trends, observation and informed intuition.
His presentation doesn’t show a range of new ideas. Everything he presents has been known for a while: team diversity, proximity, intimacy, values, attitudes, social media, third world culture and emerging economies. What we learn however, is how these facts and figures can shape our future. Trends are the manifestation of values and attitudes, of people’s behavior and reaction to what is happening in the world, he states. One can expect to see changes manifesting two or three years after it happened. In order to understand the future it is fundamental to have good observation of the present.
PEZ
Posted in Blog, Consumer Insight, Ethnography
