We have been reflecting on what we do. We think of what we do as having good conversations with the right people.
Why are conversations different to and better than other types of research?
Wider
When a piece of communication is created, it is impossible to know how it will be seen, from what 'angles'. It may well be a different angle than is expected.
This matters, since the same thing seen from different angles becomes a different thing. Having good conversations with the right people will cover many more angles than other approaches.
Witness all the feedback on the new Olympics logo (ongoing). In the course of researching this (post soon), we found the following (dedicated to Johnnie).
Deeper
Most people in the marketing services industry now accept that a lot goes on 'beneath the surface'. There is more going on than it may appear. So, advertising and other stimuli are consumed in ways we may not be conscious of, as Dom's iceberg post describes.
You don't have to subscribe to a psychological model of human endeavour to agree with this (in case Mark is reading this).
You just have to look and listen carefully and sympathetically, without judgement. Then sometimes you can see into these less accessible areas.
We are developing new ways to access these DEEPER CONVERSATIONS. More to follow.
Thought for the day:
The question is not what you look at, but what you see. (Thoreau)
Thanks to Tania for that one.
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