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Human Insight as a Global Nervous System

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Human Insight as a Global Nervous System

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Increasingly, we are seeing terms like Human Business, Human Technology and Human Brands used across the media to describe a modern approach. But what does this mean? How can you humanise these areas? And what is research’s role in achieving it? Stephen makes the case for being more human and also how social sciences, true human insight and adaptive technologies are providing the platform for modern business.

Increasingly, we are seeing terms like Human Business, Human Technology and Human Brands used across the media to describe a modern approach. But what does this mean? How can you humanise these areas? And what is research’s role in achieving it? Stephen makes the case for being more human and also how social sciences, true human insight and adaptive technologies are providing the platform for modern business.

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Human Insight as a Global Nervous System

  1. 1. Human Insight as a Global Nervous System •  How to make your brand & organisation More Human? •  What does More Human mean? •  What can Market Research bring to the process? Presentation copyright, the presenters and NewMR. Please credit when using. Stephen Cribbett CEO & Founder Further Thursday, 24 January 2019
  2. 2. © Further 2019 Human Insight as a Global Nervous System Stephen Cribbett, Founder Further I A Human Insight CompanyTM Email: stephen@go-further.co Twitter: @scribbett Tel: 020 3515 3301 January 2019
  3. 3. © Further 2019 WHAT’S HAPPENING 1. Accelerated cultural cycles 2. Diminishing returns 3. Intensifying global competition 4. More demanding consumers 5. Hyper-speed data flows 6. Fake news
  4. 4. © Further 2019 What is Human Insight?
  5. 5. © Further 2019 We’re the only creatures on the planet that can manufacture our own happiness
  6. 6. © Further 2019
  7. 7. © Further 2019 I know it sounds crazy, but every time I have made a decision that is best for the planet, I have made money. Our customers know that – and they want to be part of that environmental commitment Yvon Chouinard. Founder, Patagonia
  8. 8. © Further 2019 What makes a human brand 1. Behaving and reasoning like we humans 2. A capacityfor empathyand awareness of the wider environment 3. Compassion 4. Good judgment 5. Respect 6. An understanding of how culture and people have evolved 7. The abilityto decode the unspoken
  9. 9. © Further 2019 The Iceberg of Ignorance
  10. 10. © Further 2019 The concept 1.To collect sensory input from the body and external environment. 2.To process and interpret the sensory input. 3.To respond appropriately to the sensory input.
  11. 11. © Further 2019 The old way Data Information Insight Strategy Collect SynthesiseOrganise Activate
  12. 12. © Further 2019 Automated Customer Human A better way
  13. 13. © Further 2019 Business Operations Strategic Thinking Business Reflexes Customer Interaction TrackO bserveListen Engage Global Nervous System
  14. 14. © Further 2019 How it works Tap into emotion The culture and 
 context compass Integrate sensory information
  15. 15. A Strategic Human Insight CompanyTM hello@go-further.co www.go-further.co Tel: 020 3515 3301

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