Culture Mapping METHODOLOGY

Screen Shot 2018-08-30 at 1.16.16 PM.png


Our patented method of Culture Mapping informs a human analyst and machine learning process that allows us to structure and analyze large amounts of open and closed linguistic data and find emerging patterns in culture.  The analysis results in intelligence that reveals, signals, codes and archetypes that are driving critical change and a way to query that structure. This system of language provides evidence for how forecasts are emerging and adapting in relationship to specific product categories and with society as a whole in particular regions globally.


Culture Mapping contextualizes trends with archetypes and muses that frame cognitive spaces of evolving meaning. By mapping these archetypes and associated taxonomies, we can discover connotative meanings and patterns. These narrative frameworks are critical in developing innovation strategies and planning sustainable investment.

Patterns are critical

Meanings emerge only in the relationship between data points. The best way to understand where ideas are going is to see where they live in the context of near neighbors and contrasting ideologies. The narratives live in the tension.


Research can be both effective and ethical. Like most researchers, data is essential to how we learn about people. We map semiotic data. We are data agnostic, which means we can leverage any data source with potential signifiers. Data source may be social media, notes, transcripts, image libraries, etc. By semiotic data, we mean the signs and symbols put out into the world (online and offline), knowingly or not, by human beings. Read more about this here.