Posts Tagged ‘insights’
Cultural Fuel Report March 2011
07
04 2011
Marketing to Women
How many times has this topic been discussed? Possibly more than any other. But reading the Seven Principles for Marketing to Women on the Retail Customer Experience.com site, I was struck by how important it is to heed ‘the basics’ in our work with this half of the population.
I think the article is worth a read - and not just for retail insight. Even in the realms of interaction design and channel strategy, we have to take the time to make sure we are viewing the decisions that women make through a lens of their priorities and values.
Or - do you think this model is outdated? Are we seeing behaviors that are not always really there, and looking to evolutionary evidence to confirm our preconceptions? (The author is a cognitive anthropologist but that doesn’t make him infallible!)
via: RetailCustomerExperience.com
Plus - it looks like there is a page takeover ad running today on the site (and probably for the next few days) of Microsoft’s Embedded Retail Device technology that is super-cool. Check that out as well!
20
03 2010
Comedians are HumanKind Planners
One of the core differences of Leo Burnett’s HumanKind approach is that we should observe human behavior rather than just inferring knowledge by asking people things. This way, a brand can create acts that play into and enable people better than pure ads that bombard them with irrelavtn messages.
Experience Planning has used this type of insight generation for a long time, but now that we’ve mixed methodologies with traditional methods, I asked myself, who outside of advertising or marketing or academia already observes human behavior in their daily line of work?
It’s pretty obvious: it’s comedians. Like no other group do they make their living of being able to spot trends, behavior, knacks, idiosyncrasies people or groups and serve them up as “funny insights.”
In a way, the better and uncommon the insight, the louder the audience’s applause. It is a very human thing to be able laugh at some fundamental truths being unearthed in front of you. You see youself, and groups around mirrored before you, which can be an inspiring act. As planners, this is what we should aim for. We shouldn’t necessarily make creatives laugh (they are used to making the jokes themselves), but whether we are planners or creatives, we should aim to inspire others in that way.
Here is one of my favorite comedian insights, in this case about men and women fighting (warning: liberal use of expletives!)
