The post-pandemic interior design analyzed by the MotivBase application

For some years, we have become aware that Silicon Valley’s quantitative approach is no longer enough for us. The methods and logic of the software have proven to be able to conquer the world, but the boundaries of a purely engineering and American approach have become more and more clear: filter bubbles, disinformation, bias, inequality. Therefore, it is interesting to follow a new generation of applications that seek to integrate more humanistic and qualitative thinking on a purely Big Data basis.

MotivBase looks like Anthropologist working with artificial intelligence: The algorithm collects and catalogs thousands of thematic conversations and presents them to a real-life researcher to arrive at a deeper and more human analysis. Compared to classic social media analysis tools, MotivBase is able to understand the explicit but also implicit meanings of cultural ideas and trends. Thus, one breaks away from a mechanical classification of the most frequent words, in order to examine the contexts and the network of meaning that forms the cultural context. They call it Drawing of cultural context. We tested their exclusive analysis for Elle Decor in an attempt to understand what is the deep significance of the interior after an abundant year of pandemic. The example of our project: 460 thousand people with 620 thousand conversations that took place in the last year on the American web (the software currently only works in English).

The first general evidence for our analysis, which outlines an attractive market for 100 million Americans with a growth rate of about 10% over the next 12-24 months. The degree of maturity of the subject is already in the phase of mainstream acceptance, no new ideas emerge which from the margins have not yet reached the center of public opinion typical of mainstream.

What is the basic idea with which you live personal spaces?

The basic desire is to live in one’s own way. The idea responds very well to an underlying individualism of our time: individually, we feel that we are the best, if not the only ones, able to meet their needs. Stereotypes and social conventions are barriers to be broken. The expectations that others have of us are a limit that we do not want to submit to. The great desire is self-affirmation.

With what spirit do you buy design?

We want to express character, distinctive identity, the traits that make us unique. We are moving towards opening up the homogeneous mass market of a TV type. Caring for this is similar to the world of customization and personalization that we see emerging with the most modern technologies.

What is the biggest fear that comes out of conversations?

There is a fear of being perceived as boring. Expressing your personal identity means that you show yourself confident and confident, funny and with great appeal.

MotivBase then explored 5 microcultures for us to define in detail the various meaning bubbles expressed by the topic Interior Design.

1 – The desire for peace

The housing crisis has led many people into cohabitation situations. The desire that is projected on furniture and design jewelry becomes a desire to balance the private and the interpersonal space. Design must ensure a social purpose as well as a functional and aesthetic, under the group’s resilience.

Cohabitation often takes place in rooms arranged for a traditional family unit. Hence the research and discussions about modular furniture, for example shelving that turns into tables and chairs. Or pieces that alternatively ensure privacy or interaction. Also present is the theme of furniture that is able to secure a storage space.

The conversation about co-living is strong, with names like Ollie and WeLive often remaining the prerogatives of the richest, such as young tech professionals. To learn more, here is an article on Vox, for those who want to get closer to the topic, we point out linkedin.com/company/co-liv/. The aspect of discriminated minorities is important, for which co-living represents a support network in relation to difficulties that arise in the classic domestic space.

The key word for this first niche is Private roomits own space that is capable of accommodating a small community in a protected environment of human nourishment.

2 – Accessible housing

The second conversation cluster is related to availability. The principles of universal design are mentioned, often in connection with renovations or restoration of accessory housing (the mini apartment above the garage, the basement, the small house in the garden).

The reference to design thinking often pops up, which is quoted for the design of spaces that are protected from stressful substances. Concern for relatives with autism spectrum disorders shows up. Attention is repeatedly given to natural shapes and patterns or at least able to minimize overstimulation.

The general perception is that the market is not paying enough attention to these specific needs. The maturity curve for this bubble lags slightly behind the mainstream, with growth a few points higher than the topic as a whole.

3 – Smart work and FATHER

The dominant theme is multifunctional furniture, for a private space where one now works and studies. The need is to convert the use in a few minutes, so there is a lot of talk about tricks and setups for the bedroom or living room.

There is a lot of information about “new” furniture, such as removable partitions. But also on ergonomic and height-adjustable pieces, for the home office. The office furniture itself is often too bulky for the private home. There is also a lot of talk about co-working.

4 – Outdoors

Desire tends towards a continuum between inside and outside: you want a living room in the garden and nature that invades the house (keywords: biofilt design). When you can not think of a real integration, you at least try to coordinate internally and externally.

Fun fact: the waterproof artwork that can stand outdoors. For many, the outdoor kitchen was the perfect solution for the shutdown period. Jacuzzi and swimming pool in the garden, full height windows to the house. The design elements that are useful for dividing the space or making it seem larger are back. The consumer seems disoriented here, the information offer to guide purchases is smaller.

5 – An oasis of peace

The conversation shows a huge amount of attention to interior design solutions that can soothe the spirit. Materials, colors and shapes should express peace and recharge the person. The solutions, in part already seen, seem to insulate the home environment from both acoustics and odors. The frequency of discussions related to private corners, small cocoons or sancta sanctorum where yoga might be practiced is interesting. We’re looking for elegant palettes with a relaxing effect: something we’ve seen for years in aesthetics suggested by the California nerds who lead the technology. We’re talking about digital minimalism, about decluttering.

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