16. 1. Companies Are Petrified Of Slipping Up … Both Internally & Externally [Which is forcing research to become more narrowly focused or even worse, not updated as well or as often as it should]
17. 2. The Asian Value System Means People Express Themselves Via Group Validation & Acceptance …
18. 3. Brands Are Becoming More And More Similar In All Aspects Of Their Consumer Facing Output … [Brands want to be different, but like everyone else]
19. 4. Consumers Aren’t Very Interested In What Most Brands Have To Say … [They’ve heard it all before and have the technology to evaluate what companies say with independent judgement]
20. Restriction Versus Liberation So how can we positively differentiate my clients brands when so much of what they want is the same as everyone else using research that is often too category specific and/or no longer relevant? [ Communication Market Research ] [ What Clients Want Us To Do ]
21. The Power Of Forensic Research [or, how circumstantial insight can liberate research and brands]
23. How A Documentary Changed My Way Of Working Forever … [A brief history of forensic profiling]
24. Finding The ‘Trigger’ Through Hint And Hunch … [Actions, history and background speak louder than words and promises]
25. Next Steps / Questions … Look At Culture & Life, Not Just The Category Habits
26. Brand Category Culture Code [inc. lifestyle / life stage] Economic Health Media Amplification Entertainment Influence Spending Obsession Other Any hunch must be independently validated, liberated or exterminated
32. The Power Of Forensic Research [or, how circumstantial insight can liberate research and brands] This isn’t about replacing traditional research, it’s about enhancing it. It’s about finding ‘unexpected’ relevance between life, culture and brand. It’s role is to liberate companies rather than keep them where they are. [The purchase decision is influenced by multiple factors, many outside the brands control] It can ensure relevance to a campaign even if the core research was conducted months previously. The banking industry have used similar thinking for years, except theirs is configured for investment management/opportunity rather than customer focused communication. [Culture Code: How Nescafe sold coffee to the Japanese]
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