TED演講者：Aparna Bharadwaj / 阿帕那·巴拉德瓦杰

演講標題：Hidden connections that transcend borders and defy stereotypes / 跨越國界，打破固化思維的隱秘的聯(lián)系

內容概要：Global consumer strategist Aparna Bharadwaj shares a fascinating glimpse at under-the-radar affinities that transcend cultures and borders -- from the way people snack in China and Saudi Arabia to how people shop for clothes in the US and Russia. "There are patterns where you least expect them," she says -- and paying attention to them just might bring the world a little bit closer.

全球消費者策略師阿帕那·巴拉德瓦杰分享了一條有關隱藏聯(lián)系的引人入勝的信息，信息跨越文化、穿越國界——涉及從中國人和沙特人吃零食小吃，到美國和俄國人買衣服。 “在你最意想不到的地方，有某些模式” 她說到——稍加關注這些模式就能讓世界的聯(lián)系變的緊密一點。

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【1】I've lived and worked in some very diverse countries around the world.

我在世界上一些非常不同 的國家生活和工作過。

【2】I was born in India, but I grew up in Iran.

我在印度出生, 但在伊朗長大。

【3】I remember I was about eight years old, as a child in Iran, with my family watching the beautiful festival of Nowruz.

我記得在我8歲的時候, 還是個孩子,當時在伊朗, 和我的家人一起觀賞極富魅力 的諾魯茲節(jié)（伊朗新年）的慶祝。

【4】Nowruz is celebrated usually at night with families gathered around a bonfire.

大家一般在晚上慶祝伊朗新年 和自己的家人一起圍著篝火。

【5】They share food. They sing songs.

大家分享美食,唱唱歌。

【6】Sometimes they even jump over the fire for good luck.

有時候還會跳過篝火 以求好運。

【7】And I remember how deeply that reminded me of another festival called Lohri, celebrated all the way over in India, also with families gathered around a bonfire, sharing food, singing songs together.

我記得那種場景就讓我想起 另一個叫洛希的節(jié)日, 整個印度都慶祝的節(jié)日, 也是家人們圍著篝火, 分享美食, 一起唱歌。

【8】Even an eight-year-old child can tell how profoundly similar those two events look in two sets of countries that are culturally so different.

即使只有8歲,我也能感受到 這兩個節(jié)日的相似之處這么多 而這兩個國家的差異卻是那么大。

【9】Like a kind of hidden connection.

像是種隱藏的聯(lián)系。

【10】As an adult, I've spent 20 years of my life studying consumers all over the world.

成年之后,我花了20年時間 研究世界各地的消費者。

【11】What they feel, what they believe in and how they act upon those beliefs when they buy things.

他們的感受,他們的信仰 以及購物時那些信念 會對他們有什么影響。

【12】And of course, a big part of my job is to truly understand the diversity that exists in the world.

當然了,我主要的工作就是去理解 這個世界所存在的多樣性。

【13】But maybe because of my upbringing, what truly fascinates me is when we find these hidden connections, these secret similarities between people where you least expect them.

可能是我出身的原因, 真正讓我著迷的就是 當我們發(fā)現(xiàn)那些隱藏聯(lián)系, 那些往往被忽視的人與人之間 的隱藏的相似之處。

【14】Today I want to share some of that magic with you, bring you into my world.

今天我想和大家分享一些 奇妙的隱藏聯(lián)系, 讓大家看看我研究的世界。

【15】And we are going to go do some detective work on the world's consumers together.

我們會一起探索 世界各國的消費者。

【16】Stay with me, because I think there's a message of hope in here for all of us.

好好聽我說,因為我覺得 這里暗含了一條對我們 都有用的希望的信息。

【17】Before we start, let's have a think about how companies, businesses are organized today, how they operate today.

開始之前呢,我們先想一下 如今公司、商業(yè)活動 是依據(jù)什么組織的, 是怎么運作的。

【18】Most commonly, companies are organized by regions, subregions.

最常見的是,公司依據(jù) 區(qū)域、子區(qū)域來組織規(guī)劃。

【19】That's how supply chains, organizations are set up.

這是連鎖公司, 組織機構建立的根據(jù)。

【20】And if it's not geographies, then it's some other thumb rule.

如果不是根據(jù)地理劃分, 那就是根據(jù)一些其他經驗。

【21】It could be linked to some common historic period.

可能是因為經歷了共同的歷史時期。

【22】So, for example, the Commonwealth countries.

所以,比如說, 聯(lián)邦國家。

【23】It could be linked to common religious roots.

也可能是因為有相同的宗教起源。

【24】For example, I've been a part of a lot of discussions on the halal economy.

比如,我參與過很多有關 清真經濟的討論。

【25】It could be something, anything that allows us to put the world into neat little boxes, neat little clusters, that explain why people are similar or different.

可能是一些,任何一種因素 讓我們把世界放進 一些整潔的小盒子里, 一些整潔的集群里,以此來解釋 人們?yōu)楹蜗嗨?又為何不同。

【26】But I realized that when you study the consumers and when you go deep, it's interesting how none of that applies.

但我意識到 當你去研究消費者 研究的比較深入時, 有趣的是,以上法則都不適用了。

【27】How wrong some of that thinking can be.

有的想法真的錯的離譜。

【28】Let me show you.

我來帶大家看看。

【29】About a year ago, a team of us set out to understand how consumers exercise choice around the world.

大約一年前, 我們的一組人試圖搞清楚 消費者在世界范圍內 是怎么做選擇的。

【30】In this process, we interacted with over 40,000 consumers in 18 countries around the world.

在這個過程中,我們與4萬多名 來自世界上18個國家 的消費者進行了互動。

【31】We asked them many, many questions about their mindsets to start with.

首先,我們問了他們非常非常多 與他們思維模式有關的問題。

【32】So, for example, your worldview, your personal philosophy.

比如,你的世界觀, 你個人信奉的哲學。

【33】Do you feel optimistic? Do you have a love for technology?

你是樂觀主義嗎？ 你是否熱衷科技？

【34】Do you care about peer approval? Things like that.

你在意同齡人的看法么？ 類似這些問題。

【35】But we also tried to study some very specific consumer behavior.

但我們也努力研究 一些特定的消費者行為。

【36】So, for example, what do you look for when you buy a snack or you buy a beverage or luxury products?

比如,你買零食小吃 的時候會怎么選擇？ 買飲品或者奢侈品的時候怎么選擇？

【37】What needs are you trying to fulfill?

你想滿足的是哪方面需求？

【38】As you can imagine, there was a ton of data for the geek insiders to go crazy with, right?

大家可以想象到, 對我們這些研究怪人來說 真是有一大堆的數(shù)據(jù),對吧？

【39】I love that type of data.

我很熱衷這些數(shù)據(jù)。

【40】So anyway, we take all that data, and we start to draw correlations.

不管怎么說吧,我們把數(shù)據(jù)整合, 開始做關聯(lián)圖。

【41】We start running all these analyses.

我們開始做各種分析。

【42】And we come up with this kind of a proximity analysis.

然后我們得出了這種 相似性分析圖表。

【43】Quite simply, every green dot represents people of a particular country.

很簡單,每個綠點代表著 某特定國家的人群。

【44】The closer the green dot is to the map in the middle, the more similar the mindsets are for those two sets of countries.

綠點距離中間的國家地圖越近, 這兩個國家的人 思維模式就越相似。

【45】And the further the dot from the map, the more diverse the mindsets for those countries.

距離國家地圖越遠的點, 說明這些國家的人們 思維模式差異越大。

【46】It's as simple as that.

就是這么簡單。

【47】So of course, when you do this for the US, you can see that the Canadians, the people of the UK and the Australians are very similar in mindsets to the Americans.

當然,拿美國來說的話, 大家可以看到加拿大人,英國人 和澳大利亞人 和美國人的思維模式很相似。

【48】Now we had been studying consumers for a long time and the whole team fully expected that we were going to see a lot of clusters come through, based on some of those thumb rules that I talked about earlier.

目前我們研究消費者已經很長時間了 整個團隊都很期待 能看到很多的集群 是基于剛剛講過的那些經驗和規(guī)則。

【49】So imagine our surprise.

所以可以想象到我們有多驚訝。

【50】We run this data and we find very little clustering based on any of those thumb rules.

我們分析數(shù)據(jù) 然后發(fā)現(xiàn)幾乎沒有集群 是依據(jù)那些經驗法則的 任何一條形成的。

【51】We didn't, for example, find an Asian culture cluster.

比如,我們沒有發(fā)現(xiàn)亞洲文化集群。

【52】We didn't find a European cluster.

也沒有發(fā)現(xiàn)歐洲文化集群。

【53】Nothing like it.

一點都不一樣。

【54】In fact, we found 90-percent correlation between the Americans and the Australians.

事實上,我們在美國人和 澳大利人身上發(fā)現(xiàn)了90%的相似。

【55】Two sets of people on the literal opposite ends of the world.

這可是世界上位于 相反兩端的兩個人群。

【56】Can you imagine that? How amazing is that?

大家可以想象嗎？ 多令人震驚??？

【57】And this is a big deal, by the way, because businesses, companies operate, govern themselves, entirely on the basis of these clusters that we found didn't even exist.

我想說,這可是件大事, 因為企業(yè)、公司的自行運作和管理, 都完全是基于壓根兒不存在的集群。

【58】And believe me, we tested a bunch of thumb rules.

相信我,我們測試了 一堆經驗法則。

【59】And the interesting part was that it was not as if you can find new thumb rules to replace the old ones that don't work.

有趣的是 并不是你能找到新的經驗法則 來取代無效的舊的經驗法則。

【60】The answer was kind of technical, actually.

答案事實上挺專業(yè)。

【61】It was: just don't do it.

就是:別（按經驗）做。

【62】Resist the urge to find any kind of thumb rules to explain the world.

不要去用任何經驗法則 來解釋世界上這些事。

【63】These are only propagating stereotypes.

這都是些傳播開來的模式化思想。

【64】So then we said, OK, if all these thumb rules don't work, how do you make sense of all the diversity that we see around us?

那么我們說,好吧, 如果這些經驗法則不能用, 我們怎么去理解身邊的這些多樣性？

【65】How do we put some patterns? How do we understand it?

我們該怎么建立模式？ 我們怎么理解多樣性？

【66】So then we started to study the specific consumer behavior I talked about.

所以接著我們開始研究 剛剛我提到的特定的消費者行為。

【67】What do you look for when you buy insurance?

買保險的時候 你會考慮什么？

【68】What do you need when you buy beverages?

買飲料的時候你需要的是什么？

【69】When you buy apparel, cars, things like that?

買衣服,車子, 還有其他東西的時候呢？

【70】And here we found something that was even more profound, I think.

我想,我們發(fā)現(xiàn)了一些 意義更深刻的東西。

【71】Let me show you.

我給大家展示一下。

【72】So this time I'm using China as the base market.

這次我用中國作為基準市場。

【73】Again, as before, green dots, overall mindsets.

這次和剛才一樣, 綠色的點,代表人群的思維模式。

【74】Now you can see immediately when you see this chart that the Chinese are such a unique group of consumers.

現(xiàn)在大家可以從圖表里立刻看出 中國人是如此與眾不同的 一個消費群體。

【75】The inner circle is empty.

內部的一圈是空的。

【76】The second circle is also empty.

第二圈也是空的。

【77】Then you start to see India, Mexico, a couple of other markets.

然后大家可以看到印度、墨西哥, 等其他的市場。

【78】But the correlation shows not a lot of similarity between the Chinese and those group of customers.

但是交互關系展示出的相似性并不多 在中國和其他消費者群體之間。

【79】So clearly, China stands apart.

所以很明顯,中國與眾不同。

【80】Very unique group of consumers.

是非常獨特的消費者群體。

【81】But we notice Japan on the top left here.

但我們注意左上方的日本。

【82】The Japanese are so diverse from the Chinese.

日本和中國是如此不同。

【83】And yet I know so many businesses that put Japan and China as neighboring countries in the North Asia cluster.

而據(jù)我所知很多企業(yè)都把日本和中國 一同作為鄰國 而放進亞洲北部集群里。

【84】That's so common.

這種情況太常見了。

【85】It's so wrong.

但是這是錯誤的。

【86】Anyway, I digress. I get very excited with this stuff.

不管怎么說,我有點偏題。 我對這種事總是感到興奮。

【87】So then, coming back to the point, on top of it, we overlaid these black dots.

那么,回到這一點, 在綠點這一層上, 我們覆蓋了黑色的點。

【88】The black dots are now the needs when you snack.

這些黑點現(xiàn)在代表 買零食小吃時候的需求。

【89】So what motivates you when you reach out for a snack?

是什么讓你想去吃零食小吃?

【90】That's the black dots.

這些黑點就代表這個。

【91】And when we did that and we studied it, we found a hidden connection.

我們那么做并且研究了一下, 并發(fā)現(xiàn)了隱藏的聯(lián)系。

【92】I don't know if you can already see it, but I'm going to circle it for you.

不知道大家是不是已經看出來了, 但我要為各位圈出來。

【93】We found that the Indonesians, the Saudi Arabians and consumers of the UAE snack in very similar ways to the Chinese.

我們發(fā)現(xiàn)印度尼西亞, 沙特阿拉伯和阿聯(lián)酋的消費者 和中國消費者吃零食小吃的 動機很相似。

【94】Let's think about it for a second.

我們思考一會。

【95】These are Muslim countries.

這些是穆斯林國家。

【96】Very different culture, very different background to the Chinese.

文化和背景與中國完全不一樣。

【97】And yet they snack is similar ways.

而他們吃零食的動機很相似。

【98】How cool is that? Right?

很有趣,不是嗎？

【99】And similar how?

怎么相似呢？

【100】Well, for first, in all of these countries, snacking is a moment of social indulgence.

那么首先,在所有這些國家, 吃零食是社交的一部分。

【101】It's something you do as a group.

是一群人做的事。

【102】So people snack in groups, they share the snacks.

大家一起吃,彼此分享零食小吃。

【103】They often buy a hot snack that they purchase from a hawker or a food court.

大家通常從小商小販或者美食街 買來熱乎乎的小吃。

【104】Somebody prepares it fresh for them.

或其他人準備的現(xiàn)做的小吃。

【105】The quality is not guaranteed. It's very important.

質量可能沒啥保證。 這很重要。

【106】They snack in similar ways.

他們吃零食小吃的方式很相似。

【107】In contrast, the Americans, over on the top left, snack very differently.

相反,美國人,在左上方這里, 吃零食小吃就完全不同。

【108】Americans snack alone.

美國人喜歡一個人。

【109】They don't share their snacks.

他們不做分享。

【110】It's often at their desk in a package, very different from the rest of the countries.

通常是坐在桌邊, 零食小吃在包裝袋里, 和其他這些國家非常不同。

【111】Now I wonder, do the Chinese and the Indonesians know that they snack similarly?

那我很好奇,中國人和印尼人知道 他們吃零食小吃的方式很像嗎？

【112】I seriously doubt that.

我覺得他們不知道。

【113】But what a beautifully human thing to know, right?

但這是很奇妙的關于人類的一件事, 對吧？

【114】And valuable, too.

也很有價值。

【115】Imagine what a Chinese snacking company can do with this insight.

想象一下如果中國的零食公司 知道這一點,可以做什么。

【116】A lot, right?

可以做很多啊,是吧？

【117】Let's take you to another one.

我再給大家看一個。

【118】I'll show you another one.

這是另一個。

【119】Still staying with China.

還是以中國作為基準市場。

【120】The green dots are still the mindsets, but this time the black dots are how you buy cars, what you look for when you buy an automotive product.

綠點依然代表思維模式, 但這次黑點代表買車的動機, 買汽車產品的時候你的需求是什么。

【121】Now again, I guess you guys are getting better with this now.

那我相信大家現(xiàn)在 對這個圖表很熟悉了。

【122】But here's the hidden connections.

但還是有隱藏聯(lián)系。

【123】We found -- and I'll name a few countries, there's quite a few similar to China, but two that I'll call out.

我們發(fā)現(xiàn) 我會提到一些國家, 有很多都和中國相似, 但是我要單獨提兩個。

【124】South Africans and Nigerians buy cars with similar motivations as the Chinese.

南非和尼日利亞消費者買車 的動機和中國消費者很相似。

【125】In all these countries, your car, your ride, is a status symbol.

在所有這些國家, 你的車,你的座駕,是地位的象征。

【126】It tells your peer group who you are.

它向你的同輩群體 展示你的身份地位。

【127】So your car needs to show you've arrived in life, and it's a very external point of influence.

所以你的車能顯示出 你已經成功了, 這是種影響力的外在體現(xiàn)。

【128】What will others think if I drive this particular vehicle?

如果我開某種車,其他人會怎么想？

【129】In contrast, look at the Germans at the bottom.

相反的,看看位于底部的德國人。

【130】Very different, very internal, very personal.

非常不一樣, 非常關注內心,關注私人。

【131】Your car has to be fun to drive.

這車開起來得好玩。

【132】That's very, very important.

這非常非常重要。

【133】And who blames them, right? With those beautiful autobahns.

這也不能怪他們啊對吧？ 他們有漂亮的高速路。

【134】Lovely roads, no speed limits.

街道又可愛,還沒限速。

【135】Of course you want your car to be a fun ride, right?

你肯定想要開車是有趣的啊,對吧？

【136】But wait, look at the French now.

但是等一下,現(xiàn)在來看看法國。

【137】The French are very different from the Germans.

法國和德國又不一樣了。

【138】They want their cars to be reliable to navigate narrow roads.

他們需要車能方便穿過狹窄路段。

【139】So there you have it.

那現(xiàn)在大家都看到了。

【140】Two countries, France and Germany, neighboring countries, European countries, very different motivations.

兩個國家,法國和德國, 鄰國,都是歐洲國家, 動機完全不同。

【141】And then a couple of African countries similar to the Chinese in the way they buy cars.

那還有一些非洲國家 在買車的時候和中國消費者很像。

【142】No clustering, no business group will ever put these countries together.

沒有一個集群劃分,或者企業(yè)集團 會把這些國家放在一起。

【143】But maybe a road trip from Beijing to Lagos is just going to do the trick.

不過可能從北京開車到拉各斯 走一趟就能明白了。

【144】Who knows?

誰知道呢？

【145】Anyway, one more, last one.

不管怎么說,還有一個, 是最后一個。

【146】Indulge me, just to rub it in.

請允許我再提一下這個。

【147】So here's another one. We're coming back to the US this time.

這是另一個。

【148】Again, green is the mindset, but the black this time is how you buy clothing, apparel.

依然,綠點代表思維模式, 但這次黑點代表買服裝。

【149】Now remember we talked about how the Americans and the Canadians are very similar in mindsets earlier?

還記得剛剛我們說到了 美國人和加拿大人 思維模式很像吧？

【150】And we also talked about, you know -- of course, they are closely connected neighbors as well.

我們還說到了 你知道 肯定的, 他們也是兩個鄰國。

【151】Now, however, they don't buy apparel the same way.

但是,他們買衣服的思維卻不一樣。

【152】The Americans buy things that are on-trend.

美國消費者買東西買的是流行。

【153】They're looking to indulge.

他們尋求一種放縱。

【154】The Canadians look for utility.

加拿大消費者需要實用。

【155】They are looking for apparel that can be good for adventure, and a love of outdoor sports is critical here.

他們買的衣服需要適合去探險, 關鍵在于他們熱愛戶外運動。

【156】But controversially, the Russians buy apparel in very similar way to the Americans, also looking for something that's on-trend, also looking to indulge.

但是有爭議的是, 俄國消費者買衣服 和美國消費者思維很像, 也是買流行、時髦的衣服, 也是尋求一種放縱。

【157】Now to say that there've been tensions between these two countries is a serious understatement, right?

那么說兩國之間關系一向緊張 就非常片面了,是吧？

【158】And yet they have this one beautiful connection.

他們有這一點非常美妙的聯(lián)系。

【159】They have one thing in common.

他們有一點是相似的。

【160】What a lovely idea. Right?

這個想法很奇妙。是不是？

【161】Now I could go on and on.

那我還有很多很多例子。

【162】I showed you just a few examples today.

今天只給大家看了幾個。

【163】But we found this over and over again.

但我們一次次的發(fā)現(xiàn)了這點。

【164】Category by category.

按類別分類。

【165】Country pair by country pair.

一個國家對應一個國家。

【166】We saw this in all kinds of things, like luxury, beverages, insurance, you name it.

我們在各方面都看到了這一點, 比如奢侈品,飲料, 保險,你隨便說。

【167】We found these connections everywhere.

到處都能發(fā)現(xiàn)這些聯(lián)系。

【168】And I don't mean any of this to belittle the massive, beautiful diversity that we see in consumers around us.

我不是說這些相似點能 遮蓋掉大量美妙的 在我們身邊的消費者身上 體現(xiàn)出的多樣性。

【169】That's exactly why consumers are such an important study for people like me.

這正是為什么消費者研究 如此重要 對我們這些人來說。

【170】But I think this work shows that mankind is connected in a profound way that we never imagined.

但我想,這個研究表明 人類是相通的 在某個我們從沒想過 的更深的層次上。

【171】It also shows that these connections defy any stereotypes that you and I or businesses can come up with.

研究也說明這些聯(lián)系 能抵消任何 你、我或是企業(yè)所想出來 的模式化思想。

【172】These are patterns where you least expect them.

這些是大家想不到的模式。

【173】And in these connections, of course, there are commercial opportunities for marketeers who can embrace this insight.

當然,在這些聯(lián)系里有商機 銷售者可以利用這些商機。

【174】Of course, it's commercially valuable.

理所當然,這是有商業(yè)價值的。

【175】But today, I want to go a step further, if you permit me.

但是今天,請允許我再進一步說。

【176】I think in these connections, there's also a message of hope for the world.

我認為在這些聯(lián)系里, 包含著給世界的有關希望的信條。

【177】We live in a world that has globalized for more than four decades, and yet we're getting torn apart, shaped by the geopolitics of our time.

我們所生活的世界 已經經歷了40多年的全球化, 但是我們卻因這個時代 的地緣政治而日漸分崩離析。

【178】Countries are falling into blocs.

國家分成不同陣營。

【179】Fault lines are appearing everywhere.

斷層線無處不在。

【180】I'm not a specialist in geopolitics.

我不是地緣政治專家。

【181】I'm just a student of the consumer.

我只是消費者研究的學生。

【182】But when I look at this data and I think about it, if only people knew that we are similar in the most profound ways in some of our most everyday activities, in the way we sip a cup of coffee,

但是當我看到這些數(shù)據(jù) 然后思考, 要是人們知道我們在很多 更隱蔽深刻的層面是相似的 在很多日?；顒又? 比如喝一杯咖啡,

【183】taste a snack, try on a new outfit or test drive a car, how beautiful would that be?

吃零食小吃,試穿新衣服 或者試駕新車, 那該有多美好?。?/p>

【184】Maybe if we knew that, we would also learn to understand and empathize with each other.

可能如果我們知道, 我們就能學著了解彼此, 彼此共情。

【185】It's a lovely thought to reflect on maybe with your next cup of coffee.

可能各位下次喝咖啡的時候 可以思考一下這個不錯的想法。

【186】Thank you so much.

非常感謝。