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@TheMaggiest #ImAverageUnderstandingAverage.com
understanding average
the inertia of culture
@TheMaggiest #ImAverageUnderstandingAverage.com
@TheMaggiest #ImAverageUnderstandingAverage.com
“atticus said you never
really knew a man
until you stood in his shoes
and...
@TheMaggiest #ImAverageUnderstandingAverage.com
empathy
@TheMaggiest #ImAverageUnderstandingAverage.com
is my super power
empathy
@TheMaggiest #ImAverageUnderstandingAverage.com
@TheMaggiest #ImAverageUnderstandingAverage.com
“empathy isn’t just listening,
it’s asking the questions
whose answers nee...
@TheMaggiest #ImAverageUnderstandingAverage.com
@TheMaggiest #ImAverageUnderstandingAverage.com
“it ain’t what you don’t know
that gets you into trouble,
it’s what you kn...
@TheMaggiest #ImAverageUnderstandingAverage.com
@TheMaggiest #ImAverageUnderstandingAverage.com
the problem isn’t ignorance
@TheMaggiest #ImAverageUnderstandingAverage.com
it’s preconceived ideas
@TheMaggiest #ImAverageUnderstandingAverage.com
there’s a difference
between data & insights
@TheMaggiest #ImAverageUnderstandingAverage.com
data tells us answers
@TheMaggiest #ImAverageUnderstandingAverage.com
the number of
nicholas cage films
source: spurious correlations
@TheMaggiest #ImAverageUnderstandingAverage.com
number of swimming
pool drownings
source: spurious correlations
the number...
@TheMaggiest #ImAverageUnderstandingAverage.com
the difference between
data & insights is empathy
@TheMaggiest #ImAverageUnderstandingAverage.com
data tells us answers
@TheMaggiest #ImAverageUnderstandingAverage.com
empathy asks the right questions
@TheMaggiest #ImAverageUnderstandingAverage.com
empathetic data
@TheMaggiest #ImAverageUnderstandingAverage.com
let’s go back to the beginning
@TheMaggiest #ImAverageUnderstandingAverage.com
taylor swift
#bringbackourgirls
gmos
disney’s frozen
ice bucket challenge
...
@TheMaggiest #ImAverageUnderstandingAverage.com
@TheMaggiest #ImAverageUnderstandingAverage.com
“average”
@TheMaggiest #ImAverageUnderstandingAverage.com
average is powerful
@TheMaggiest #ImAverageUnderstandingAverage.com
how do you define average?
@TheMaggiest #ImAverageUnderstandingAverage.com
source: united nations human development report
high school education
@TheMaggiest #ImAverageUnderstandingAverage.com
source: us census bureau
$72,641 hhi
@TheMaggiest #ImAverageUnderstandingAverage.com
source: cia world fact book
1.87 kids
@TheMaggiest #ImAverageUnderstandingAverage.com
source: us census bureau
2,400 square foot home
@TheMaggiest #ImAverageUnderstandingAverage.com
source: the wal-mart effect
6.7 miles from walmart
@TheMaggiest #ImAverageUnderstandingAverage.com
source: world agricultural supply and demand estimates report
668 eggs
@TheMaggiest #ImAverageUnderstandingAverage.com
source: us earth policy institute
425 pounds of meat
@TheMaggiest #ImAverageUnderstandingAverage.com
source: international dairy foods association
86 pounds of cheese
@TheMaggiest #ImAverageUnderstandingAverage.com
is anyone here average?
@TheMaggiest #ImAverageUnderstandingAverage.com
“only 26 homes remained
on my list and i did
not have any average
american...
@TheMaggiest #ImAverageUnderstandingAverage.com
shouldn’t average
be more common?
@TheMaggiest #ImAverageUnderstandingAverage.com
maybe average is relative
@TheMaggiest #ImAverageUnderstandingAverage.com
what makes average different?
@TheMaggiest #ImAverageUnderstandingAverage.com
geography matters most
@TheMaggiest #ImAverageUnderstandingAverage.com
cities are important
@TheMaggiest #ImAverageUnderstandingAverage.com
cities are important
but counties are
more important
@TheMaggiest #ImAverageUnderstandingAverage.com
dmas:
organize counties by the
media (and advertising)
content people rece...
@TheMaggiest #ImAverageUnderstandingAverage.com
irony
@TheMaggiest #ImAverageUnderstandingAverage.com
there’s not one average
there are two
@TheMaggiest #ImAverageUnderstandingAverage.com
@TheMaggiest #ImAverageUnderstandingAverage.com
top 10 average middle average
@TheMaggiest #ImAverageUnderstandingAverage.com
top 10 average
32%
people living in the
top 10 dmas
nyc, los angeles,
chic...
@TheMaggiest #ImAverageUnderstandingAverage.com
top 10 average
51% married
38% parents
50% employed full time
middle avera...
@TheMaggiest #ImAverageUnderstandingAverage.com
top 10 average
63% white
14% african american
11% asian
26% hispanic
$86,0...
@TheMaggiest #ImAverageUnderstandingAverage.com
top 10 average
n=300
middle average
n=800
online surveys to 1,100 people (...
@TheMaggiest #ImAverageUnderstandingAverage.com
@TheMaggiest #ImAverageUnderstandingAverage.com
stories: what & why6
@TheMaggiest #ImAverageUnderstandingAverage.com
1
culture candy &
the american sweet tooth
@TheMaggiest #ImAverageUnderstandingAverage.com
what we can learn from
#thedress, alex from target,
frozen, and the kardas...
@TheMaggiest #ImAverageUnderstandingAverage.com
#thedress
did the average person weigh in?
@TheMaggiest #ImAverageUnderstandingAverage.com
#thedress
did the average person weigh in?
yes74%
@TheMaggiest #ImAverageUnderstandingAverage.com
74%
weighed in
#thedress
did the average person weigh in?
74% 56%yes
@TheMaggiest #ImAverageUnderstandingAverage.com
alex from target
was the average person aware of him?
@TheMaggiest #ImAverageUnderstandingAverage.com
alex from target
52%
yes
45%
yes
was the average person aware of him?
@TheMaggiest #ImAverageUnderstandingAverage.com
frozen
did the average person see frozen?
@TheMaggiest #ImAverageUnderstandingAverage.com
frozen
did the average person see frozen?
70% 63%
yes
@TheMaggiest #ImAverageUnderstandingAverage.com
top 10 average middle average
+20%
@TheMaggiest #ImAverageUnderstandingAverage.com
inertia of culture
@TheMaggiest #ImAverageUnderstandingAverage.com
trickle down, driven by media
@TheMaggiest #ImAverageUnderstandingAverage.com
only 1-2% difference in
time spent with tv & digital
@TheMaggiest #ImAverageUnderstandingAverage.com
and no major changes
in spread over time
@TheMaggiest #ImAverageUnderstandingAverage.com
top 10 average
has a bigger sweet tooth
@TheMaggiest #ImAverageUnderstandingAverage.com
the kardashians
is the average person a kardashian fan?
58% 28%
yes
@TheMaggiest #ImAverageUnderstandingAverage.com
the kardashians
is the average person a kardashian fan?
58% 28%
yes
BREAK ...
@TheMaggiest #ImAverageUnderstandingAverage.com
the kardashians
is the average person a kardashian fan?
58% 28%
yes
BREAK ...
@TheMaggiest #ImAverageUnderstandingAverage.com
eat candy, crave sugar
@TheMaggiest #ImAverageUnderstandingAverage.com
top 10 average craves
culture candy because they
get more social currency
...
@TheMaggiest #ImAverageUnderstandingAverage.com
what this means:
trends don’t necessarily
transfer from top 10
to middle a...
@TheMaggiest #ImAverageUnderstandingAverage.com
there’s two different averages,
and the things they prioritize
are differe...
@TheMaggiest #ImAverageUnderstandingAverage.com
the paradox of
the american dream
2
@TheMaggiest #ImAverageUnderstandingAverage.com
the paradox of
the american dream
2
what homeownership and
art museums hav...
@TheMaggiest #ImAverageUnderstandingAverage.com
the american dream:
2 definitions
@TheMaggiest #ImAverageUnderstandingAverage.com
does the average person own a home?
the concrete definition of the america...
@TheMaggiest #ImAverageUnderstandingAverage.com
does the average person think immigration has a positive impact?
the abstr...
@TheMaggiest #ImAverageUnderstandingAverage.com
what is the average stance on syrian refugees?
the abstract definition of ...
@TheMaggiest #ImAverageUnderstandingAverage.com
67% 44%
is the average person a passport holder?
travel
yes
@TheMaggiest #ImAverageUnderstandingAverage.com
93%
yes
83%
yes
did the average person read a book last year?
reading
@TheMaggiest #ImAverageUnderstandingAverage.com
45%
24%
does the average person visit art museums?
museums
yes
@TheMaggiest #ImAverageUnderstandingAverage.com
openness to experience
@TheMaggiest #ImAverageUnderstandingAverage.com
where people live
shifts their openness,
fear, and the experiences
they se...
@TheMaggiest #ImAverageUnderstandingAverage.com
what this means:
brand experiences &
attributes should reflect
your custom...
@TheMaggiest #ImAverageUnderstandingAverage.com
how do you get everyone
to join in?
@TheMaggiest #ImAverageUnderstandingAverage.com
making a difference
in a world of slacktivists
3
@TheMaggiest #ImAverageUnderstandingAverage.com
making a difference
in a world of slacktivists
#bringbackourgirls,
black l...
@TheMaggiest #ImAverageUnderstandingAverage.com
yes
60%
41%
#bringbackourgirls
was the average person aware?
@TheMaggiest #ImAverageUnderstandingAverage.com
is awareness enough?
@TheMaggiest #ImAverageUnderstandingAverage.com
how can we create change:
in beliefs and behavior
@TheMaggiest #ImAverageUnderstandingAverage.com
black lives matter
did the average person engage?
@TheMaggiest #ImAverageUnderstandingAverage.com
digitally
physically
26%
38%
14%
20%
black lives matter
did the average pe...
@TheMaggiest #ImAverageUnderstandingAverage.com
digitally
physically
26%
38%
14%
20%
black lives matter
did the average pe...
@TheMaggiest #ImAverageUnderstandingAverage.com
physical participation
decreases; digital
participation increases
@TheMaggiest #ImAverageUnderstandingAverage.com
how can we make social
action make a difference?
@TheMaggiest #ImAverageUnderstandingAverage.com
the ice bucket challenge
did the average person take the challenge?
@TheMaggiest #ImAverageUnderstandingAverage.com
yes
the ice bucket challenge
did the average person take the challenge?
26%
@TheMaggiest #ImAverageUnderstandingAverage.com
yes
the ice bucket challenge
did the average person take the challenge?
26...
@TheMaggiest #ImAverageUnderstandingAverage.com
awareness must be tied
to meaningful action, but
people will default to
si...
@TheMaggiest #ImAverageUnderstandingAverage.com
what this means:
don’t ask people to do
hard things; make simple
things wo...
@TheMaggiest #ImAverageUnderstandingAverage.com
badge value &
the illusion of healthy
4
@TheMaggiest #ImAverageUnderstandingAverage.com
badge value &
the illusion of healthy
4
what we can learn from
superfoods,...
@TheMaggiest #ImAverageUnderstandingAverage.com
juice cleanses
has the average person tried a juice cleanse?
@TheMaggiest #ImAverageUnderstandingAverage.com
6%
57%
37%
wtf?
yes
no
juice cleanses
has the average person tried a juice...
@TheMaggiest #ImAverageUnderstandingAverage.com
10%
72%
18%
has the average person tried a juice cleanse?
wtf?
yes
no
6%
5...
@TheMaggiest #ImAverageUnderstandingAverage.com
eat
quinoa
eat
quinoa
48%
24%
quinoa
does the average person eat quinoa?
@TheMaggiest #ImAverageUnderstandingAverage.com
eat
kale
65%
47%
kale
does the average person eat kale?
@TheMaggiest #ImAverageUnderstandingAverage.com
who’s surprised?
@TheMaggiest #ImAverageUnderstandingAverage.com
i was surprised
@TheMaggiest #ImAverageUnderstandingAverage.com
fast food
how often does the average person eat fast food?
@TheMaggiest #ImAverageUnderstandingAverage.com
twice
a week
fast food
how often does the average person eat fast food?
46...
@TheMaggiest #ImAverageUnderstandingAverage.com
8% 10%
meat
does the average person eat meat every day?
@TheMaggiest #ImAverageUnderstandingAverage.com
20% 18%
meat
does the average person eat meat every day?
@TheMaggiest #ImAverageUnderstandingAverage.com
20% 21%
meat
does the average person eat meat every day?
@TheMaggiest #ImAverageUnderstandingAverage.com
exercise
how often does the average person exercise?
@TheMaggiest #ImAverageUnderstandingAverage.com
exercise
how often does the average person exercise?
65% 63%
a few times
a...
@TheMaggiest #ImAverageUnderstandingAverage.com
a health craze has more
to do with what it says
about you than what it
doe...
@TheMaggiest #ImAverageUnderstandingAverage.com
what this means:
if you want to matter to
top 10 average, give
badge value...
@TheMaggiest #ImAverageUnderstandingAverage.com
what this means:
if you want to matter to
middle average, talk about
what ...
@TheMaggiest #ImAverageUnderstandingAverage.com
brands
does the average person prefer apple or samsung?
54% 55%
@TheMaggiest #ImAverageUnderstandingAverage.com
what really makes top 10 and
middle average so different?
@TheMaggiest #ImAverageUnderstandingAverage.com
gun violence &
climate change
5
@TheMaggiest #ImAverageUnderstandingAverage.com
gun violence &
climate change
5
how incentives of place
impact collective ...
@TheMaggiest #ImAverageUnderstandingAverage.com
30,000 gun deaths
source: centers for disease control and prevention
@TheMaggiest #ImAverageUnderstandingAverage.com
70,000 gun injuries
source: centers for disease control and prevention
@TheMaggiest #ImAverageUnderstandingAverage.com
355 mass shootings
source: washington post, mass shooting tracker
@TheMaggiest #ImAverageUnderstandingAverage.com
gun violence
75%
81%
very concerned
how concerned is the average person?
@TheMaggiest #ImAverageUnderstandingAverage.com
gun violence
78% fewer guns 58%
22% more guns 42%
which does the average p...
@TheMaggiest #ImAverageUnderstandingAverage.com
gun ownership
20%
41%
have a firearm
at home
does the average person have ...
@TheMaggiest #ImAverageUnderstandingAverage.com
“they must be crazy or
just stupid”
@TheMaggiest #ImAverageUnderstandingAverage.com
what’s causing drastically
different opinions?
@TheMaggiest #ImAverageUnderstandingAverage.com
it’s more social than legal
@TheMaggiest #ImAverageUnderstandingAverage.com
size = management
@TheMaggiest #ImAverageUnderstandingAverage.com
climate change
yes44%
35%
is the average person taking steps to prevent it?
@TheMaggiest #ImAverageUnderstandingAverage.com
it’s easier
@TheMaggiest #ImAverageUnderstandingAverage.com
environmentally friendly transportation
33% 23%
is the average person usin...
@TheMaggiest #ImAverageUnderstandingAverage.com
people do what’s best for
themselves, but
incentives can shift
collective ...
@TheMaggiest #ImAverageUnderstandingAverage.com
what this means:
understand the incentives
that drive behavior, and
find w...
@TheMaggiest #ImAverageUnderstandingAverage.com
is this all just
political in nature?
@TheMaggiest #ImAverageUnderstandingAverage.com
why hillary will struggle to
win in a nation of democrats
6
@TheMaggiest #ImAverageUnderstandingAverage.com
what party affiliations and top
issues can teach us about
our next preside...
@TheMaggiest #ImAverageUnderstandingAverage.com
is top 10 average
democrat or republican?
@TheMaggiest #ImAverageUnderstandingAverage.com
75%
what is the average person’s affiliation?
political parties
@TheMaggiest #ImAverageUnderstandingAverage.com
“we’re greater together
than we are on our own”
democrats.org
@TheMaggiest #ImAverageUnderstandingAverage.com
is middle average
democrat or republican?
@TheMaggiest #ImAverageUnderstandingAverage.com
75%
54%
what is the average person’s affiliation?
political parties
@TheMaggiest #ImAverageUnderstandingAverage.com
“each person is responsible
for their place within society”
republicanview...
@TheMaggiest #ImAverageUnderstandingAverage.com
source: pew research center
48%
39%
what is the overall leaning in the cou...
@TheMaggiest #ImAverageUnderstandingAverage.com
are we as divided as
pundits make us feel?
@TheMaggiest #ImAverageUnderstandingAverage.com
what does the average person think is most the important issue?
america’s ...
@TheMaggiest #ImAverageUnderstandingAverage.com
31%
government 46%
what does the average person think is most the importan...
@TheMaggiest #ImAverageUnderstandingAverage.com
16%
19%
what does the average person think is most the important issue?
31...
@TheMaggiest #ImAverageUnderstandingAverage.com
a proven record
in washington
@TheMaggiest #ImAverageUnderstandingAverage.com
a proven record
in washington
is like an emphysemic
tobacco lobbyist
@TheMaggiest #ImAverageUnderstandingAverage.com
hillary’s track record
and years in politics
are more likely to hurt
than ...
@TheMaggiest #ImAverageUnderstandingAverage.com
what this means:
be in the progress business
while remaining true to
your ...
@TheMaggiest #ImAverageUnderstandingAverage.com
stories6
@TheMaggiest #ImAverageUnderstandingAverage.com
culture candy &
the american sweet tooth
trends don’t always transfer
from...
@TheMaggiest #ImAverageUnderstandingAverage.com
the paradox
of the american dream
the right average to target is
different...
@TheMaggiest #ImAverageUnderstandingAverage.com
making a difference
in a world of slacktivists
mass action comes from
maki...
@TheMaggiest #ImAverageUnderstandingAverage.com
badge value &
the illusion of healthy
emotional and rational brands
have d...
@TheMaggiest #ImAverageUnderstandingAverage.com
gun violence &
climate change
understanding incentives
creates mass behavi...
@TheMaggiest #ImAverageUnderstandingAverage.com
why hillary will struggle to
win in a nation of democrats
history doesn’t ...
@TheMaggiest #ImAverageUnderstandingAverage.com
they’re all related
@TheMaggiest #ImAverageUnderstandingAverage.com
no assumption is sacred
@TheMaggiest #ImAverageUnderstandingAverage.com
data alone is dangerous
@TheMaggiest #ImAverageUnderstandingAverage.com
data alone is dangerous
data + empathy is powerful
@TheMaggiest #ImAverageUnderstandingAverage.com
@TheMaggiest #ImAverageUnderstandingAverage.com
“atticus said you never
really knew a man
until you stood in his shoes
and...
@TheMaggiest #ImAverageUnderstandingAverage.com
stop just listening
@TheMaggiest #ImAverageUnderstandingAverage.com
what makes average people
act or think the way they do?
@TheMaggiest #ImAverageUnderstandingAverage.com
how might geography,
marketing, and media
shape their reality?
@TheMaggiest #ImAverageUnderstandingAverage.com
how might openness to
experience impact the way
they act in their communit...
@TheMaggiest #ImAverageUnderstandingAverage.com
what incentives make their
decisions make sense?
@TheMaggiest #ImAverageUnderstandingAverage.com
what incentives can you offer
to change their behavior?
@TheMaggiest #ImAverageUnderstandingAverage.com
push boundaries &
appeal to average
@TheMaggiest #ImAverageUnderstandingAverage.com
keep asking questions
@TheMaggiest #ImAverageUnderstandingAverage.com
(thanks)
keep asking questions
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Understanding Average - The Inertia of Culture: SXSW

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Publié le

Average is a pretty polarizing word.

We’d all be ecstatic if the average person was aware of our creative work, but royally pissed if our work was called "average."

But average doesn’t have to mean mediocre. It can define something far more powerful: mass behavior. The inertia of culture.

I believe a better understanding of this inertia can inspire creativity that pushes boundaries AND achieves scale.

So I created 'Understanding Average,' an empathetic data series that explores how average Americans are impacted by cultural phenomena - from hashtags to superfoods. It asks questions that help us see the world as others see it, and it offers insights that let us stand in others' shoes.

I shared this presentation, with 6 surprising stories of Average, at SXSW on March 13, 2016.

Publié dans : Données & analyses
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Understanding Average - The Inertia of Culture: SXSW

  1. 1. @TheMaggiest #ImAverageUnderstandingAverage.com understanding average the inertia of culture
  2. 2. @TheMaggiest #ImAverageUnderstandingAverage.com
  3. 3. @TheMaggiest #ImAverageUnderstandingAverage.com “atticus said you never really knew a man until you stood in his shoes and walked around in them” jem finch, to kill a mockingbird
  4. 4. @TheMaggiest #ImAverageUnderstandingAverage.com empathy
  5. 5. @TheMaggiest #ImAverageUnderstandingAverage.com is my super power empathy
  6. 6. @TheMaggiest #ImAverageUnderstandingAverage.com
  7. 7. @TheMaggiest #ImAverageUnderstandingAverage.com “empathy isn’t just listening, it’s asking the questions whose answers need to be listened to” leslie jamieson
  8. 8. @TheMaggiest #ImAverageUnderstandingAverage.com
  9. 9. @TheMaggiest #ImAverageUnderstandingAverage.com “it ain’t what you don’t know that gets you into trouble, it’s what you know for sure that just ain’t so” mark twain
  10. 10. @TheMaggiest #ImAverageUnderstandingAverage.com
  11. 11. @TheMaggiest #ImAverageUnderstandingAverage.com the problem isn’t ignorance
  12. 12. @TheMaggiest #ImAverageUnderstandingAverage.com it’s preconceived ideas
  13. 13. @TheMaggiest #ImAverageUnderstandingAverage.com there’s a difference between data & insights
  14. 14. @TheMaggiest #ImAverageUnderstandingAverage.com data tells us answers
  15. 15. @TheMaggiest #ImAverageUnderstandingAverage.com the number of nicholas cage films source: spurious correlations
  16. 16. @TheMaggiest #ImAverageUnderstandingAverage.com number of swimming pool drownings source: spurious correlations the number of nicholas cage films
  17. 17. @TheMaggiest #ImAverageUnderstandingAverage.com the difference between data & insights is empathy
  18. 18. @TheMaggiest #ImAverageUnderstandingAverage.com data tells us answers
  19. 19. @TheMaggiest #ImAverageUnderstandingAverage.com empathy asks the right questions
  20. 20. @TheMaggiest #ImAverageUnderstandingAverage.com empathetic data
  21. 21. @TheMaggiest #ImAverageUnderstandingAverage.com let’s go back to the beginning
  22. 22. @TheMaggiest #ImAverageUnderstandingAverage.com taylor swift #bringbackourgirls gmos disney’s frozen ice bucket challenge alex from target isis threats ferguson fifa world cup superfoods malaysian airlines mh370 donald sterling winter olympics cuba ebola charlie hebdo
  23. 23. @TheMaggiest #ImAverageUnderstandingAverage.com
  24. 24. @TheMaggiest #ImAverageUnderstandingAverage.com “average”
  25. 25. @TheMaggiest #ImAverageUnderstandingAverage.com average is powerful
  26. 26. @TheMaggiest #ImAverageUnderstandingAverage.com how do you define average?
  27. 27. @TheMaggiest #ImAverageUnderstandingAverage.com source: united nations human development report high school education
  28. 28. @TheMaggiest #ImAverageUnderstandingAverage.com source: us census bureau $72,641 hhi
  29. 29. @TheMaggiest #ImAverageUnderstandingAverage.com source: cia world fact book 1.87 kids
  30. 30. @TheMaggiest #ImAverageUnderstandingAverage.com source: us census bureau 2,400 square foot home
  31. 31. @TheMaggiest #ImAverageUnderstandingAverage.com source: the wal-mart effect 6.7 miles from walmart
  32. 32. @TheMaggiest #ImAverageUnderstandingAverage.com source: world agricultural supply and demand estimates report 668 eggs
  33. 33. @TheMaggiest #ImAverageUnderstandingAverage.com source: us earth policy institute 425 pounds of meat
  34. 34. @TheMaggiest #ImAverageUnderstandingAverage.com source: international dairy foods association 86 pounds of cheese
  35. 35. @TheMaggiest #ImAverageUnderstandingAverage.com is anyone here average?
  36. 36. @TheMaggiest #ImAverageUnderstandingAverage.com “only 26 homes remained on my list and i did not have any average american matches” the average american
  37. 37. @TheMaggiest #ImAverageUnderstandingAverage.com shouldn’t average be more common?
  38. 38. @TheMaggiest #ImAverageUnderstandingAverage.com maybe average is relative
  39. 39. @TheMaggiest #ImAverageUnderstandingAverage.com what makes average different?
  40. 40. @TheMaggiest #ImAverageUnderstandingAverage.com geography matters most
  41. 41. @TheMaggiest #ImAverageUnderstandingAverage.com cities are important
  42. 42. @TheMaggiest #ImAverageUnderstandingAverage.com cities are important but counties are more important
  43. 43. @TheMaggiest #ImAverageUnderstandingAverage.com dmas: organize counties by the media (and advertising) content people receive
  44. 44. @TheMaggiest #ImAverageUnderstandingAverage.com irony
  45. 45. @TheMaggiest #ImAverageUnderstandingAverage.com there’s not one average there are two
  46. 46. @TheMaggiest #ImAverageUnderstandingAverage.com
  47. 47. @TheMaggiest #ImAverageUnderstandingAverage.com top 10 average middle average
  48. 48. @TheMaggiest #ImAverageUnderstandingAverage.com top 10 average 32% people living in the top 10 dmas nyc, los angeles, chicago, philly, dallas, san francisco washington dc, boston, atlanta, & houston middle average 68% people living in the other 200 dmas
  49. 49. @TheMaggiest #ImAverageUnderstandingAverage.com top 10 average 51% married 38% parents 50% employed full time middle average 54% married 35% parents 50% employed full time
  50. 50. @TheMaggiest #ImAverageUnderstandingAverage.com top 10 average 63% white 14% african american 11% asian 26% hispanic $86,025 hhi middle average 79% white 11% african american 3% asian 15% hispanic $66,440 hhi
  51. 51. @TheMaggiest #ImAverageUnderstandingAverage.com top 10 average n=300 middle average n=800 online surveys to 1,100 people (300 top 10 and 800 middle) oversampled and weighted to ensure consistency with population norms of each average
  52. 52. @TheMaggiest #ImAverageUnderstandingAverage.com
  53. 53. @TheMaggiest #ImAverageUnderstandingAverage.com stories: what & why6
  54. 54. @TheMaggiest #ImAverageUnderstandingAverage.com 1 culture candy & the american sweet tooth
  55. 55. @TheMaggiest #ImAverageUnderstandingAverage.com what we can learn from #thedress, alex from target, frozen, and the kardashians 1 culture candy & the american sweet tooth
  56. 56. @TheMaggiest #ImAverageUnderstandingAverage.com #thedress did the average person weigh in?
  57. 57. @TheMaggiest #ImAverageUnderstandingAverage.com #thedress did the average person weigh in? yes74%
  58. 58. @TheMaggiest #ImAverageUnderstandingAverage.com 74% weighed in #thedress did the average person weigh in? 74% 56%yes
  59. 59. @TheMaggiest #ImAverageUnderstandingAverage.com alex from target was the average person aware of him?
  60. 60. @TheMaggiest #ImAverageUnderstandingAverage.com alex from target 52% yes 45% yes was the average person aware of him?
  61. 61. @TheMaggiest #ImAverageUnderstandingAverage.com frozen did the average person see frozen?
  62. 62. @TheMaggiest #ImAverageUnderstandingAverage.com frozen did the average person see frozen? 70% 63% yes
  63. 63. @TheMaggiest #ImAverageUnderstandingAverage.com top 10 average middle average +20%
  64. 64. @TheMaggiest #ImAverageUnderstandingAverage.com inertia of culture
  65. 65. @TheMaggiest #ImAverageUnderstandingAverage.com trickle down, driven by media
  66. 66. @TheMaggiest #ImAverageUnderstandingAverage.com only 1-2% difference in time spent with tv & digital
  67. 67. @TheMaggiest #ImAverageUnderstandingAverage.com and no major changes in spread over time
  68. 68. @TheMaggiest #ImAverageUnderstandingAverage.com top 10 average has a bigger sweet tooth
  69. 69. @TheMaggiest #ImAverageUnderstandingAverage.com the kardashians is the average person a kardashian fan? 58% 28% yes
  70. 70. @TheMaggiest #ImAverageUnderstandingAverage.com the kardashians is the average person a kardashian fan? 58% 28% yes BREAK THE INTERNET
  71. 71. @TheMaggiest #ImAverageUnderstandingAverage.com the kardashians is the average person a kardashian fan? 58% 28% yes BREAK THE INTERNET BEND THE INTERNET
  72. 72. @TheMaggiest #ImAverageUnderstandingAverage.com eat candy, crave sugar
  73. 73. @TheMaggiest #ImAverageUnderstandingAverage.com top 10 average craves culture candy because they get more social currency from sampling the flavors
  74. 74. @TheMaggiest #ImAverageUnderstandingAverage.com what this means: trends don’t necessarily transfer from top 10 to middle average
  75. 75. @TheMaggiest #ImAverageUnderstandingAverage.com there’s two different averages, and the things they prioritize are different - choose wisely
  76. 76. @TheMaggiest #ImAverageUnderstandingAverage.com the paradox of the american dream 2
  77. 77. @TheMaggiest #ImAverageUnderstandingAverage.com the paradox of the american dream 2 what homeownership and art museums have to do with views on immigration
  78. 78. @TheMaggiest #ImAverageUnderstandingAverage.com the american dream: 2 definitions
  79. 79. @TheMaggiest #ImAverageUnderstandingAverage.com does the average person own a home? the concrete definition of the american dream 56% 65%yes
  80. 80. @TheMaggiest #ImAverageUnderstandingAverage.com does the average person think immigration has a positive impact? the abstract definition of the american dream yes 68% 61%
  81. 81. @TheMaggiest #ImAverageUnderstandingAverage.com what is the average stance on syrian refugees? the abstract definition of the american dream trusting unsure defensive 67% 8% 24% 51% 12% 37%
  82. 82. @TheMaggiest #ImAverageUnderstandingAverage.com 67% 44% is the average person a passport holder? travel yes
  83. 83. @TheMaggiest #ImAverageUnderstandingAverage.com 93% yes 83% yes did the average person read a book last year? reading
  84. 84. @TheMaggiest #ImAverageUnderstandingAverage.com 45% 24% does the average person visit art museums? museums yes
  85. 85. @TheMaggiest #ImAverageUnderstandingAverage.com openness to experience
  86. 86. @TheMaggiest #ImAverageUnderstandingAverage.com where people live shifts their openness, fear, and the experiences they seek out
  87. 87. @TheMaggiest #ImAverageUnderstandingAverage.com what this means: brand experiences & attributes should reflect your customers’ lifestyle
  88. 88. @TheMaggiest #ImAverageUnderstandingAverage.com how do you get everyone to join in?
  89. 89. @TheMaggiest #ImAverageUnderstandingAverage.com making a difference in a world of slacktivists 3
  90. 90. @TheMaggiest #ImAverageUnderstandingAverage.com making a difference in a world of slacktivists #bringbackourgirls, black lives matter, and the ice bucket challenge 3
  91. 91. @TheMaggiest #ImAverageUnderstandingAverage.com yes 60% 41% #bringbackourgirls was the average person aware?
  92. 92. @TheMaggiest #ImAverageUnderstandingAverage.com is awareness enough?
  93. 93. @TheMaggiest #ImAverageUnderstandingAverage.com how can we create change: in beliefs and behavior
  94. 94. @TheMaggiest #ImAverageUnderstandingAverage.com black lives matter did the average person engage?
  95. 95. @TheMaggiest #ImAverageUnderstandingAverage.com digitally physically 26% 38% 14% 20% black lives matter did the average person engage? (2014)
  96. 96. @TheMaggiest #ImAverageUnderstandingAverage.com digitally physically 26% 38% 14% 20% black lives matter did the average person engage? (2015) 18% 43% 12% 34%
  97. 97. @TheMaggiest #ImAverageUnderstandingAverage.com physical participation decreases; digital participation increases
  98. 98. @TheMaggiest #ImAverageUnderstandingAverage.com how can we make social action make a difference?
  99. 99. @TheMaggiest #ImAverageUnderstandingAverage.com the ice bucket challenge did the average person take the challenge?
  100. 100. @TheMaggiest #ImAverageUnderstandingAverage.com yes the ice bucket challenge did the average person take the challenge? 26%
  101. 101. @TheMaggiest #ImAverageUnderstandingAverage.com yes the ice bucket challenge did the average person take the challenge? 26% 30%
  102. 102. @TheMaggiest #ImAverageUnderstandingAverage.com awareness must be tied to meaningful action, but people will default to simple & social actions
  103. 103. @TheMaggiest #ImAverageUnderstandingAverage.com what this means: don’t ask people to do hard things; make simple things work harder
  104. 104. @TheMaggiest #ImAverageUnderstandingAverage.com badge value & the illusion of healthy 4
  105. 105. @TheMaggiest #ImAverageUnderstandingAverage.com badge value & the illusion of healthy 4 what we can learn from superfoods, fast food, and exercise habits
  106. 106. @TheMaggiest #ImAverageUnderstandingAverage.com juice cleanses has the average person tried a juice cleanse?
  107. 107. @TheMaggiest #ImAverageUnderstandingAverage.com 6% 57% 37% wtf? yes no juice cleanses has the average person tried a juice cleanse?
  108. 108. @TheMaggiest #ImAverageUnderstandingAverage.com 10% 72% 18% has the average person tried a juice cleanse? wtf? yes no 6% 57% 37% juice cleanses
  109. 109. @TheMaggiest #ImAverageUnderstandingAverage.com eat quinoa eat quinoa 48% 24% quinoa does the average person eat quinoa?
  110. 110. @TheMaggiest #ImAverageUnderstandingAverage.com eat kale 65% 47% kale does the average person eat kale?
  111. 111. @TheMaggiest #ImAverageUnderstandingAverage.com who’s surprised?
  112. 112. @TheMaggiest #ImAverageUnderstandingAverage.com i was surprised
  113. 113. @TheMaggiest #ImAverageUnderstandingAverage.com fast food how often does the average person eat fast food?
  114. 114. @TheMaggiest #ImAverageUnderstandingAverage.com twice a week fast food how often does the average person eat fast food? 46% 48%
  115. 115. @TheMaggiest #ImAverageUnderstandingAverage.com 8% 10% meat does the average person eat meat every day?
  116. 116. @TheMaggiest #ImAverageUnderstandingAverage.com 20% 18% meat does the average person eat meat every day?
  117. 117. @TheMaggiest #ImAverageUnderstandingAverage.com 20% 21% meat does the average person eat meat every day?
  118. 118. @TheMaggiest #ImAverageUnderstandingAverage.com exercise how often does the average person exercise?
  119. 119. @TheMaggiest #ImAverageUnderstandingAverage.com exercise how often does the average person exercise? 65% 63% a few times a week+
  120. 120. @TheMaggiest #ImAverageUnderstandingAverage.com a health craze has more to do with what it says about you than what it does for you
  121. 121. @TheMaggiest #ImAverageUnderstandingAverage.com what this means: if you want to matter to top 10 average, give badge value, not rtbs
  122. 122. @TheMaggiest #ImAverageUnderstandingAverage.com what this means: if you want to matter to middle average, talk about what makes you better
  123. 123. @TheMaggiest #ImAverageUnderstandingAverage.com brands does the average person prefer apple or samsung? 54% 55%
  124. 124. @TheMaggiest #ImAverageUnderstandingAverage.com what really makes top 10 and middle average so different?
  125. 125. @TheMaggiest #ImAverageUnderstandingAverage.com gun violence & climate change 5
  126. 126. @TheMaggiest #ImAverageUnderstandingAverage.com gun violence & climate change 5 how incentives of place impact collective behavior
  127. 127. @TheMaggiest #ImAverageUnderstandingAverage.com 30,000 gun deaths source: centers for disease control and prevention
  128. 128. @TheMaggiest #ImAverageUnderstandingAverage.com 70,000 gun injuries source: centers for disease control and prevention
  129. 129. @TheMaggiest #ImAverageUnderstandingAverage.com 355 mass shootings source: washington post, mass shooting tracker
  130. 130. @TheMaggiest #ImAverageUnderstandingAverage.com gun violence 75% 81% very concerned how concerned is the average person?
  131. 131. @TheMaggiest #ImAverageUnderstandingAverage.com gun violence 78% fewer guns 58% 22% more guns 42% which does the average person think will prevent gun violence?
  132. 132. @TheMaggiest #ImAverageUnderstandingAverage.com gun ownership 20% 41% have a firearm at home does the average person have a gun at home?
  133. 133. @TheMaggiest #ImAverageUnderstandingAverage.com “they must be crazy or just stupid”
  134. 134. @TheMaggiest #ImAverageUnderstandingAverage.com what’s causing drastically different opinions?
  135. 135. @TheMaggiest #ImAverageUnderstandingAverage.com it’s more social than legal
  136. 136. @TheMaggiest #ImAverageUnderstandingAverage.com size = management
  137. 137. @TheMaggiest #ImAverageUnderstandingAverage.com climate change yes44% 35% is the average person taking steps to prevent it?
  138. 138. @TheMaggiest #ImAverageUnderstandingAverage.com it’s easier
  139. 139. @TheMaggiest #ImAverageUnderstandingAverage.com environmentally friendly transportation 33% 23% is the average person using it? yes
  140. 140. @TheMaggiest #ImAverageUnderstandingAverage.com people do what’s best for themselves, but incentives can shift collective behavior
  141. 141. @TheMaggiest #ImAverageUnderstandingAverage.com what this means: understand the incentives that drive behavior, and find ways to change them
  142. 142. @TheMaggiest #ImAverageUnderstandingAverage.com is this all just political in nature?
  143. 143. @TheMaggiest #ImAverageUnderstandingAverage.com why hillary will struggle to win in a nation of democrats 6
  144. 144. @TheMaggiest #ImAverageUnderstandingAverage.com what party affiliations and top issues can teach us about our next president why hillary will struggle to win in a nation of democrats 76
  145. 145. @TheMaggiest #ImAverageUnderstandingAverage.com is top 10 average democrat or republican?
  146. 146. @TheMaggiest #ImAverageUnderstandingAverage.com 75% what is the average person’s affiliation? political parties
  147. 147. @TheMaggiest #ImAverageUnderstandingAverage.com “we’re greater together than we are on our own” democrats.org
  148. 148. @TheMaggiest #ImAverageUnderstandingAverage.com is middle average democrat or republican?
  149. 149. @TheMaggiest #ImAverageUnderstandingAverage.com 75% 54% what is the average person’s affiliation? political parties
  150. 150. @TheMaggiest #ImAverageUnderstandingAverage.com “each person is responsible for their place within society” republicanviews.org
  151. 151. @TheMaggiest #ImAverageUnderstandingAverage.com source: pew research center 48% 39% what is the overall leaning in the country? political parties
  152. 152. @TheMaggiest #ImAverageUnderstandingAverage.com are we as divided as pundits make us feel?
  153. 153. @TheMaggiest #ImAverageUnderstandingAverage.com what does the average person think is most the important issue? america’s biggest issues
  154. 154. @TheMaggiest #ImAverageUnderstandingAverage.com 31% government 46% what does the average person think is most the important issue? america’s biggest issues
  155. 155. @TheMaggiest #ImAverageUnderstandingAverage.com 16% 19% what does the average person think is most the important issue? 31% government & the economy 46% america’s biggest issues
  156. 156. @TheMaggiest #ImAverageUnderstandingAverage.com a proven record in washington
  157. 157. @TheMaggiest #ImAverageUnderstandingAverage.com a proven record in washington is like an emphysemic tobacco lobbyist
  158. 158. @TheMaggiest #ImAverageUnderstandingAverage.com hillary’s track record and years in politics are more likely to hurt than help her with voters
  159. 159. @TheMaggiest #ImAverageUnderstandingAverage.com what this means: be in the progress business while remaining true to your heritage and values
  160. 160. @TheMaggiest #ImAverageUnderstandingAverage.com stories6
  161. 161. @TheMaggiest #ImAverageUnderstandingAverage.com culture candy & the american sweet tooth trends don’t always transfer from top 10 to middle average 1
  162. 162. @TheMaggiest #ImAverageUnderstandingAverage.com the paradox of the american dream the right average to target is different for different brands 2
  163. 163. @TheMaggiest #ImAverageUnderstandingAverage.com making a difference in a world of slacktivists mass action comes from making easy things work harder 3
  164. 164. @TheMaggiest #ImAverageUnderstandingAverage.com badge value & the illusion of healthy emotional and rational brands have different average audiences 4
  165. 165. @TheMaggiest #ImAverageUnderstandingAverage.com gun violence & climate change understanding incentives creates mass behavior change 5
  166. 166. @TheMaggiest #ImAverageUnderstandingAverage.com why hillary will struggle to win in a nation of democrats history doesn’t mean credibility, progress does 6
  167. 167. @TheMaggiest #ImAverageUnderstandingAverage.com they’re all related
  168. 168. @TheMaggiest #ImAverageUnderstandingAverage.com no assumption is sacred
  169. 169. @TheMaggiest #ImAverageUnderstandingAverage.com data alone is dangerous
  170. 170. @TheMaggiest #ImAverageUnderstandingAverage.com data alone is dangerous data + empathy is powerful
  171. 171. @TheMaggiest #ImAverageUnderstandingAverage.com
  172. 172. @TheMaggiest #ImAverageUnderstandingAverage.com “atticus said you never really knew a man until you stood in his shoes and walked around in them” jem finch, to kill a mockingbird
  173. 173. @TheMaggiest #ImAverageUnderstandingAverage.com stop just listening
  174. 174. @TheMaggiest #ImAverageUnderstandingAverage.com what makes average people act or think the way they do?
  175. 175. @TheMaggiest #ImAverageUnderstandingAverage.com how might geography, marketing, and media shape their reality?
  176. 176. @TheMaggiest #ImAverageUnderstandingAverage.com how might openness to experience impact the way they act in their community?
  177. 177. @TheMaggiest #ImAverageUnderstandingAverage.com what incentives make their decisions make sense?
  178. 178. @TheMaggiest #ImAverageUnderstandingAverage.com what incentives can you offer to change their behavior?
  179. 179. @TheMaggiest #ImAverageUnderstandingAverage.com push boundaries & appeal to average
  180. 180. @TheMaggiest #ImAverageUnderstandingAverage.com keep asking questions
  181. 181. @TheMaggiest #ImAverageUnderstandingAverage.com (thanks) keep asking questions

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