--- title: "The100: Inclusive design, insight pitfalls and dancing bats" description: “The future looks faster, nearer, meaner” Grant McCracken has mapped 250 things that he thinks could transform us. We have to see things early, when they don’t really look like things at all. And then we have to be prepared to repudiate them in the event they were really just “noise” after all. Or to … image: https://hello.watchmethink.com/hubfs/The100%20Banners%20(1920%20x%201080%20px)%20-%202025-12-18T112124.598.png --- [![Bombayworks logotype](https://hello.watchmethink.com/hubfs/raw_assets/public/WatchMeThink_September_2023/images/wmt-logo_inverse.svg "Bombayworks logotype")](https://watchmethink.com/) - [What we do](https://watchmethink.com/#) - [Watch Me Explore](https://watchmethink.com/what-we-do/watch-me-explore) - [Watch Me Develop](https://watchmethink.com/what-we-do/watch-me-develop) - [Watch Me Use](https://watchmethink.com/what-we-do/watch-me-use) - [Watch Me Shop](https://watchmethink.com/what-we-do/watch-me-shop) - [Who it's for](https://watchmethink.com/#) - [Consumer Insights](https://watchmethink.com/who-its-for/consumer-insights) - [Shopper Insights](https://watchmethink.com/who-its-for/shopper-insights) - [Category Management](https://watchmethink.com/who-its-for/category-mangement) - [Innovation & Product Development](https://watchmethink.com/who-its-for/innovation) - [Sensory & Consumer Science](https://watchmethink.com/who-its-for/consumer-science) - [Packaging](https://watchmethink.com/who-its-for/packaging) - [Marketing](https://watchmethink.com/who-its-for/marketing) - [About](https://watchmethink.com/about) - [The 100 Blog](https://blog.watchmethink.com/) - [Contact](https://watchmethink.com/contact) - [Login](https://watchmethink.com/dashboard) - [Sign up](https://watchmethink.com/#) - [Corporate users](https://watchmethink.com/account/register/client) - [Request registration here](https://watchmethink.com/account/register/client) - [Consumer](https://watchmethink.com/account/register/contributor) - [Get paid to review products](https://watchmethink.com/account/register/contributor) Menu # The100: Inclusive design, insight pitfalls and dancing bats - Home - [Blog](https://hello.watchmethink.com/blog) - The100: Inclusive design, insight pitfalls and dancing bats - [Blog home /](https://hello.watchmethink.com/blog) [Alistair Vince](https://hello.watchmethink.com/blog/author/alistair-vince) 09/04/2020 [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) [0 Comments](https://hello.watchmethink.com/blog/the100-inclusive-design-insight-pitfalls-and-dancing-bats#postComment) 2 Minutes --- ## “The future looks faster, nearer, meaner” Grant McCracken has mapped [250 things that he thinks could transform us.](https://mapping-the-future.com/) > We have to see things early, when they don’t really look like things at all. And then we have to be prepared to repudiate them in the event they were really just “noise” after all. Or to watch them transform themselves into something entirely unexpected. Verrrrrry interesting to see that ‘empathy’ is on the transformation list. Grant has said he’ll be keeping a watchful eye on the term after [its stratospheric rise in use.](https://mapping-the-future.com/2020/08/20/2-how-the-griff-works/) ## A story about some stories Grant’ll find a tonne of empathy in the stories emanating from the *Humans of New York* project. It currently has 30 million fans and the [story behind the project](https://twitter.com/kevinleeme/status/1294301513343369216?s=20) is a short yet fascinating read. As HONY’s founder, Brandon Stanton, said: > The better I get at storytelling, the more empathy that’s naturally drawn out. Because I feel like once we truly understand people it’s harder to judge them. ## Challenge yourself Now, this is genius. ![pasted image 0](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)   [Cards for Humanity](https://cardsforhumanity.idean.com/) is a tool to help us design inclusively and usurp any assumptions or subconscious decisions. You’re dealt 2 cards: a person and a trait. You then use them to scenario test your product, service or concept from a different perspective. So much more constructive to give to colleagues than its [less-than-PC near-namesake](https://cardsagainsthumanity.com/). (True background story/wouldn’t advise/ask me over a coffee sometime.) ## Oops – did we forget the point of all this? Estrella Lopez-Brea of General Mills has raised some brilliant points around [research becoming more transactional, and it being used for validation instead of learning](https://www.linkedin.com/posts/estrella-lopez-brea-60930311_insisghts-businesspartnerships-marketresearch-activity-6700447021389647872-UL7t). 108 comments and counting… ## Can I trust you? Participants can also make market research difficult. Sometimes deliberately, when they may be [an outlier, cheater, or professional panelist.](https://www.nngroup.com/articles/problem-participants-remote-unmoderated/) Or sometimes by accident, when they may not be able to accurately recall their own behaviour. For example, [misjudging their time spent on Facebook.](https://techcrunch.com/2020/08/13/facebook-users-are-pretty-bad-at-telling-how-much-time-they-spend-on-it/?) If you find that kind of thing happening, the tip is to use a comparison of where they fall relative to others: > Instead of saying > > *‘teens who spend two hours or more on Facebook were more likely to…’* > > you might say, > > *‘users in the top 10% of self-reported Facebook use were more likely to…’* ## Please, no, not another… How are your webinar tolerance levels? I was hovering around a super-saturated over-dose status until I saw [Tribe publishing some corkers.](https://www.tribegroup.co/marketers-in-pyjamas) They’re featuring the likes of Godin and Ritson, and companies such as Waze, Diageo and Waitrose. ## When solving puzzles isn’t really a puzzle [Chris Ramsay has amassed millions of followers by recording himself solving puzzles.](https://www.linkedin.com/pulse/puzzle-master-ninja-pop-star-michael-roderick/) Why would people follow such obscurity? Michael Roderick’s answer is a simple one:  people just like to watch other people. Well, I never 🙂 ## Completely batty (not just me) When I lived in Sydney, I wrote an as yet unpublished book on bat facts. True. What I should have done was [film them upside down,](https://twitter.com/Robertc1970/status/1297434800488353794?s=20) so it looks like they’re having the time of their lives, and bung it on Twitter (h/t Rob Campbell). And finally, this: ![pasted image 0 1](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) Chapeau, Staedtler. --- #### Tag: [The100](https://hello.watchmethink.com/blog/tag/the100) [Homepage](https://hello.watchmethink.com/blog/tag/homepage) #### Share: - [Follow us on Facebook](http://www.facebook.com/share.php?u=https://hello.watchmethink.com/blog/the100-inclusive-design-insight-pitfalls-and-dancing-bats) - [Follow us on Twitter](https://twitter.com/intent/tweet?url=https://hello.watchmethink.com/blog/the100-inclusive-design-insight-pitfalls-and-dancing-bats&text=The100:%20Inclusive%20design,%20insight%20pitfalls%20and%20dancing%20bats) - [Follow us on Linkedin](http://www.linkedin.com/shareArticle?mini=true&url=https://hello.watchmethink.com/blog/the100-inclusive-design-insight-pitfalls-and-dancing-bats) - [Follow us on Pinterest](http://pinterest.com/pin/create/button/?url=https://hello.watchmethink.com/blog/the100-inclusive-design-insight-pitfalls-and-dancing-bats&text=The100:%20Inclusive%20design,%20insight%20pitfalls%20and%20dancing%20batsdescription=“The%20future%20looks%20faster,%20nearer,%20meaner”%20Grant%20McCracken%20has%20mapped%20250%20things%20that%20he%20thinks%20could%20transform%20us.&media=https://3461170.fs1.hubspotusercontent-na1.net/hubfs/3461170/The100%20Banners%20%281920%20x%201080%20px%29%20-%202025-12-18T112124.598.png) --- --- ## From the archives If you like The100, maybe even found it vaguely enjoyable (steady now), you can have a ganders at our previous issues. Fill your boots. [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 19 September, 2025 #### [The100: Uber’s research playbook, online delivery models and polyphonic ringtones](https://hello.watchmethink.com/blog/the100-ubers-research-playbook-online-delivery-models-and-polyphonic-ringtones) UberCool Back in 2017, Uber had a problem. Passengers were so unhappy with UberPool that Uber… [Read More](https://hello.watchmethink.com/blog/the100-ubers-research-playbook-online-delivery-models-and-polyphonic-ringtones) [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 05 September, 2025 #### [The100: Expanding time, talking to animals and Chile’s Atacama Desert](https://hello.watchmethink.com/blog/the100-expanding-time-talking-to-animals-and-chiles-atacama-desert) SharkNinja’s $16B+ Product Machine SharkNinja must see more launches than a shipyard. Each year… [Read More](https://hello.watchmethink.com/blog/the100-expanding-time-talking-to-animals-and-chiles-atacama-desert) [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 22 August, 2025 #### [The100: The price of American made, judgement economies and 1880s hipsters](https://hello.watchmethink.com/blog/the100-the-price-of-american-made-judgement-economies-and-1880s-hipsters) Does your brand need to be polarising to be successful? 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All rights reserved. ![](https://px.ads.linkedin.com/collect/?pid=1498698&fmt=gif) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Alistair Vince", "url" : "https://hello.watchmethink.com/blog/author/alistair-vince" }, "dateModified" : "2025-12-18T11:22:09.627Z", "datePublished" : "2020-09-04T08:00:00.000Z", "headline" : "The100: Inclusive design, insight pitfalls and dancing bats", "image" : [ "https://hello.watchmethink.com/hubfs/The100%20Banners%20(1920%20x%201080%20px)%20-%202025-12-18T112124.598.png" ], "mainEntityOfPage" : { "@id" : "https://hello.watchmethink.com/blog/the100-inclusive-design-insight-pitfalls-and-dancing-bats", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://hello.watchmethink.com/hubfs/wmt_logo_rgb_for-web-1.png" }, "name" : "Watch Me Think" } } ```