archaeology is a way of thinking
performativity - what you do makes you who you are
the power of theory
"ancient and modern"
applied archaeology
the power of a long term perspective
design - thinking outside the box
scenario building - methodology
what do archaeologists offer? - people-things relationship in a true interdisciplinary study - holistic thinking - "archaeological" thinking
how to get organizations thinking in new ways about people and goods - holism and problems of organizational culture - background of the Wheels Netwrok
archaeological thinking in relation to design?
long term and comparative - transhistorical
materialities of everyday interactions - process, identity, the material of the social fabric, emotional design
looking at gaps - we are used to approaching the lacunae
destinations
Journal of Material Culture
HBR
key findings of DCX
compression, bandwidth, processing power, storage are no longer the key issues
last big things - satellite radio, MPEG 4 (DivX, .wmv)
innovation here will be incremental
we are coming into a new period where key changes in media are going to be about convergence, elegance, integration
media devices matter more and more - they are key discriminators of car brands because of the experiences they offer
media use patterns are going to change rapidly over the next ten years - therefore needs will change fast too
to understand look to use not demographics - look at people's performances with media
user needs - consumers create needs through using media - release thiings that people may like rather than thinking "this will answer a need"
convergence - digital and IT media technologies are mostly in place - key issues in the road maps concern the degree of convergence and integration - under asintelligent assisting tech, conduits, experience
next "killer app" will be something concerned with convergence
technology is shifting fast - therfore look to infrastructures that can handle that change
change in product architectures require changes in organization - more modular corporate architecture/organization, innovative dealer relationships, strategic relationships with other relevant companies (flexiblity rather than restrictive)
for forecasting therefore look to tipping points for standards, infrastructures - look at product spaces elsewhere
what do we offer?
cultural ethnography - not just market research, user needs study, behavioral studies
experts in grounded validated research-based knowledge
expertise in transhistorical understanding of change, use, design, innovation - we are not held down by local transient issues
we are outside corporate environment - with different views on things
fast diagnosis of key issues (here in VEC) made on the basis of much wider domain knowledge and understanding of people's behavior, wants, needs
this grounding is especially useful for forecasting and foresight
what are we taking away from the project?
two phases worked - theory and practice unified
hybrid methodology worked - interpretive, analytical, foresight
interesting collisions of organization culture and paradigms - and insight into how to manage them
the power of theory - this enabled the hybrid methodologies and scope
role of narrative scenarios