Report from The Greenhouse 004, general - cosmetics - fashion
Databases do not allow you to predict the unpredictable. Corona is a good example of this, there was no data telling us this was going to happen.
Trend forecasting based on data is predicting the future based on history.
The point is this: you cannot predict with data, that which has not yet happened.
Report from The Greenhouse "Fuck The Data Base"Part 01
Note This is one of the first video's made in the quarantine studio The Greenhouse. The quality and format were all "a 'improviste" - typical Corona lockdown.
In the past years, the last 5 to 10 years, companies have been developing business and product strategies driven by data (records)
Trend forecasting based on data:
01 The world became data driven, internet (cookies) provided a lot of data. As a result data monitor companies that collected and sold data emerged. The database companies started predicting the future based on the data of last season; data of the past.
02 Most people prefer not to take risks in their professional life, as they risk losing their job if something does not work as planned. In the business world data is seen as safe, numbers, proven facts. If you take a decision concerning the future direction of the company and you do so based on data, facts, and numbers, you can always justify it by falling back on those facts. And thereby protect your own position.
Conclusion Trend forecasting based on data is predicting the future based on history. These database companies even started predicting the future based on the data of last season, data of the past.
This resulted in a pattern repetition – if green pants sold well last season according to the data, it’s an easy decision to put green pants in next seasons collection. We end up repeating ours