Shopping insight expert and enthusiast. Inspired by behavioural science. Curious, committed and connected
I was excited at the prospect of Quirk's Media London Insights event, and it certainly didn't disappoint! The energy, enthusiasm and positivity at the event was palpable - the insights industry is full of creative, intelligent, engaging and thoroughly friendly professionals (no, we are not all spreadsheet freaks / clipboard warriors / .ppt addicts 😉). So, it was a real privilege to spend time chatting with friends, old and new, as well as listening to a diverse range of talks and visiting stands to learn about new tools and approaches from agencies that I can welcome into my network of partners. Key highlights? 🎯 lots of focus on the importance of building empathy with our consumers/shoppers/customers... moving beyond static reporting of research results to accessing and using real consumer/shopper stories and experiences to add authenticity and power to insights 😑 despite this drive towards closing the empathy gap... Katie Angier telling us that as more and more people "of a certain age" use Botox, it becomes increasingly difficult to build empathy with each other as the stuff doesn't merely iron out wrinkles, it also inhibits our muscles to the point that micro-expressions are no longer possible (so we can't read each other's reactions / feelings so well)... who'd have thunk it?! 🖥 the inevitable march of AI solutions from predictive to generative and how these will, over time, completely change how we create, manage and deliver insight projects. Slightly concerning that there is an emerging belief that AI analytical power (especially of qualitative data) will close the gap between qual and quant research to the point that there will no longer be a distinction, and that human researchers can easily and credibly be replaced by AI bots: qual at scale is where we are headed in this belief system. This is not a viewpoint I adhere to, preferring instead to see a future where "traditional" (for want of a better word) qual. and quant. can co-exist with the (very good) scalable unstructured research tools that are now emerging 😤 Phil Barden telling us that he hates consumers! That was a shock - I've never heard him say that before... but was soon reassured that his comment was tongue in cheek, referencing the fact that consumers don't read strategy papers, so creating more work for the rest of us in creating brain friendly touchpoints that will successfully deliver what we want to convey 🙃 the sight of my good friend Katherine Rhodes rushing for her bag in search of a tissue when I burst in to tears as I told her of the recent departure of our beloved dog, Millie (the fluster and the rush... and her kindness helped stem the tears and bring back a smile 🙂) 🍹 Paul Thomas delivering a fascinating talk on connecting authentically with bartenders and, via his delivery style, winning the prize for "the most audience laughs of the day" Can't wait 'till next year now...
Katherine Rhodes
2mo
It was so fab to see you there!
Shopping insight expert and enthusiast. Inspired by behavioural science. Curious, committed and connected
2moalso great to catch up with my old 'muckers' and colleagues from recent and less recent times Sharon Hodgson Claire Salmon Rachael Bartlett Dan Foreman Mike Stevens Colin Moyer Phil Sutcliffe So lovely to see everyone...