The Meaning of Immersion
Conducting observational studies using machine intelligence and PhD Anthropologists to decode consumer beliefs regarding immersion culture, its relevance, and the motivations and demographics of individuals involved. Exploring the iceberg model of culture to understand core beliefs and current manifestations.
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Summary of ethnographic analysis The Meaning of Immersion
SOCIAL MEDIA ANALYTICS Direct conversations about a topic SOCIAL MEDIA ANALYTICS Direct conversations about a topic METHODOLOGY Using machine intelligence + PhD Anthropologists, we conduct an observational study of consumer language to decode beliefs. SCALE Our engine scrapes data from (and studies) more than 20M consumers between the ages of 18-74 each monthNOTE: For global analysis, check our support portal for any limitations in data and representation. 2 ANTHROPOLOGY Direct and Indirect contextual conversations about a topic BY ANALYZING THE ASSOCIATIONS OF THE ASSOCIATIONS WE DISCOVER THE FORCES OF CHANGE REPRESENTATION It's 2022! We have no problem finding a representative sample of consumers between the ages of 18-74 in the western world. However, nothing is perfect. We do allow for approx 4% margin of error in demographic reporting.
The Meaning of Immersion How relevant is this space? Relevant to 67.8M people and growing by 16.4% over the next 4-5 years. 3 This culture has not reached its tipping point yet. This means consumers have only recently developed a clear sense of what they want in this space but there is still room for change.
Who is the consumer behind this culture? Motivations & Demographics Motivation They want to prove their uniqueness and creativity. Their motivation is rooted in their desire to be perceived as people who are unique and creative in the ways they choose to express themselves. They are driven by an innate desire to break away from traditional societal norms. They see themselves as the agents of change who are destined to define a new subculture. They do not prescribe to conventional ideas, especially ideas of how one ought to behave and express oneself. 36% of the audience falls into the following Family Type categories: single 4 58% of the audience falls into the following Age Bracket categories: 18-20, 21-24, 25-34, 35-44 42% of the audience falls into the following Social Class categories: poor or near poor, lower middle class
Set up: Iceberg model of meaning This is our context. It's the part of the iceberg that s visible to us all. Consumers in your marketplace will have no trouble talking about this macroculture when asked questions about it. But their responses will tend to be logical and framed. MACROCULTURE implicit meaning line This is the most dangerous or valuable part of the culture where core beliefs are held. These core beliefs are hidden from plain sight and drive the consumer's decisions. People will often have a very difficult time articulating these beliefs and that is where observational research is key. CORE BELIEFS This is the least dangerous part of the culture. That is, these manifestations are current ways in which the consumer's beliefs manifest out in the market. This is also the part of the culture that changes the most because manifestations are behaviors that change and evolve quite often as new technologies and solutions are launched. CURRENT MANIFESTATIONS
These are the core beliefs that define the consumer in the context of The Meaning of Immersion 1. Breaking Boundaries The Meaning of Immersion = relying on multi-sensory and interactive experiences to go beyond their physical, cognitive and mental limits. 3. Power of Escapism The Meaning of Immersion = temporarily escaping their reality to reenergize, replenish and build resilience. 5. New Learning Experiences The Meaning of Immersion = using immersive, gamified experiences to learn, develop and reach professional success. 6 NEW IDEAS EARLY CONSENSUS 2. Self-Discovery and Personal Growth The Meaning of Immersion = using multi-sensory, interactive tools to broaden their horizons and enliven their creativity and awe for life. 4. Strengthening Connections The Meaning of Immersion = building strong social connections by harnessing immersive technology to better express themselves and understand others.
1. Breaking Boundaries Core Belief Core Belief The Meaning of Immersion = relying on multi-sensory and interactive experiences to go beyond their physical, cognitive and mental limits. Current manifestations of this belief They're interested in how people with paralysis can use immersive technology to engage in events or activities they're otherwise unable to. Consumers talk about how people with treatment-resistant mental health conditions can experience relief through multi-sensory immersive experiences. They discuss how immersive technologies can help individuals with cognitive disabilities like ADHD remain focused and present in the moment. 7 They discuss the need to add sensory effects to live shows, theme parks or museums to make them accessible for individuals with sensory disabilities.
2. Self-Discovery and Personal Growth Core Belief Core Belief The Meaning of Immersion = using multi-sensory, interactive tools to broaden their horizons and enliven their creativity and awe for life. Current manifestations of this belief They want immersive exhibitions that take them on an emotional journey through the works of various artists, giving them a deep, tangible appreciation for creative expression. Consumers are interested in technologies that bring news to life, encouraging viewers to more seriously consider global events and their place in the world. They discuss immersive tools that allow anyone to more deeply connect with their ideas and emotions via artistic expression. 8 They discuss immersive experiences that cultivate a deeper connection with nature, which, in turn, inspires them to care for the planet.
3. Power of Escapism Core Belief Core Belief The Meaning of Immersion = temporarily escaping their reality to reenergize, replenish and build resilience. Current manifestations of this belief They are interested in experiential retail that makes a usually mundane experience feel magical and improve their mood and energy. At the same time, they worry escapism may have a negative impact on their mental health. They discuss role-playing or puzzle-game experiences that give them a large degree of agency and escape from feelings of powerlessness and hopelessness. 9 Consumers want hyper-realistic games that engage their senses and mind in a fantasy world and distract them from the stress of the day.
4. Strengthening Connections Core Belief Core Belief The Meaning of Immersion = building strong social connections by harnessing immersive technology to better express themselves and understand others. Current manifestations of this belief They're interested in social media apps that allow users to share and experience immersive live streams that make them feel more connected to friends or favorite celebrities. They discuss social VR/AR platforms that make online socialization feel more natural by enabling users to feel like they're together in real spaces. Consumers are curious about immersive experiences that encourage empathy and allow closer bonding with individuals from different backgrounds or generations. 10 They think virtual passports and personalized avatars can help them create a multifaceted digital identity that makes interaction in the metaverse more open and honest.
5. New Learning Experiences Core Belief Core Belief The Meaning of Immersion = using immersive, gamified experiences to learn, develop and reach professional success. Current manifestations of this belief They're curious about immersive training that can help reduce errors on the job. Consumers discuss how immersive technologies enable educators to offer personalized learning and improve student outcomes. At the same time, consumers worry there are barriers to the adoption of immersive learning technologies because of issues around user convenience and the considerable cost of hardware. 11 Consumers are interested in immersive teaching that sparks student interest in topics they wouldn't necessarily consider and opens up their minds to different career options.
Your action plan It's time for some homework Mid term opportunities Short term opportunities The Meaning of Immersion = temporarily escaping their reality to reenergize, replenish and build resilience. The Meaning of Immersion = relying on multi-sensory and interactive experiences to go beyond their physical, cognitive and mental limits. The Meaning of Immersion = using multi-sensory, interactive tools to broaden their horizons and enliven their creativity and awe for life. The Meaning of Immersion = building strong social connections by harnessing immersive technology to better express themselves and understand others. professional success. The Meaning of Immersion = using immersive, gamified experiences to learn, develop and reach Core beliefs DNA Current manifestations of core belief Product DNA (In what ways is your product delivering against these beliefs?) - - - - - Brand DNA (In what ways is your brand delivering against these beliefs?) - - - - - Future manifestations of core belief Product DNA (In what ways could your product deliver against these beliefs?) - - - - - Brand DNA (In what ways could your brand deliver against these beliefs?) - - - - -
