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Why, and Why Now?

Ray Poynter, Stephen Cribbett (founder of Further) and Marie-Claude Gervais: - explore the importance of the ‘Why?’ and ‘Why Now?’ - show how these can be researched, and... - share case studies highlighting best practice and illustrating how Further can help you access the Why and Why Now. The success of a brand is built over the longer term, and to understand how to build a brand you need to know the why and the why now. The discussion is moderated by Sue York and in the live broadcast, included questions from the online audience.

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Understanding the ‘Why?’
and the ‘Why Now?’
Stephen Cribbett
Further
Ray Poynter
NewMR
Marie-Claude Gervais
Versiti
Sue York
NewMR
4
Trend or fad? A business-critical question
5
Asking questions about culture is like taking
lessons in breathing – you can’t explain it, it
just happens.
Legal
Economic
DemographicPolitical
Technological
CULTURAL
TRENDS
Trends have multiple structural causes
6
Time
Geographical reach
Power & influence
Love &
belonging
Safety
Learning &
growth
Freedom
HUMAN NEEDS
7
Trends meet deep human needs
8
Diversity & Inclusion: trend or fad?
Ad

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Why, and Why Now?

  • 1. Understanding the ‘Why?’ and the ‘Why Now?’ Stephen Cribbett Further Ray Poynter NewMR Marie-Claude Gervais Versiti Sue York NewMR
  • 2. 4 Trend or fad? A business-critical question
  • 3. 5 Asking questions about culture is like taking lessons in breathing – you can’t explain it, it just happens.
  • 5. Power & influence Love & belonging Safety Learning & growth Freedom HUMAN NEEDS 7 Trends meet deep human needs
  • 6. 8 Diversity & Inclusion: trend or fad?
  • 7. 9 The case of LGBTQ+ travel Deep human needs Love & belonging: - Sense of belonging and inclusion to a wider community - Less shame and secrecy Safety: - Destinations – countries, cities - Social attitudes – at hotels, in public places, etc Power & influence: - Developing a political, social and economic voice - Shaping culture and human rights worldwide Learning & growth: - To explore the world - To explore oneself through travel Freedom: - To be one’s authentic self in public - From discrimination Structural factors Legal: - Decriminalisation of ‘homosexuality’ in most countries - Legalisation of same-sex marriage Technological: - Online travel booking - Sense of community disconnected from ‘shared place’ Political: - Political attitudes are changing – greater acceptance - Strong demand for recognition of LGBTQ+ identity Economic: - US LGBTQ+ tourism industry: US$65 billion annually - EU LGBTQ+ tourism industry: €50 billion annually Demographic: - By 2030, 180 million LGBTQ travellers worldwide (UNWTO) - In the US, 31% of people born after 1995 identify as LGBTQI+ (Kantar Consulting & Hornet, 2018)
  • 8. 10 Implications for research - clients Advantages: • More strategic projects, fewer tactical piecemeal projects • Greater explanatory power and confidence • Enhanced ability to anticipate and predict • Increased relevance to consumers Setting the brief differently: • Allocate budget and resources to desk research, expert interviews, literature reviews, etc. • Make your research inclusive; put it at the heart of the brief – not as an afterthought
  • 9. 11 Implications for research - agencies • Diverse research teams: curious and connected • Focus on cultural representations, not individual attitudes • Knowing the big cultural trends that might impact on the specific industry you work in, how do you ask different questions? Of different people? Self-reports are only part of the picture: cultural analytics, social media behaviour, etc. • Participant observation: mobile ethnography and online research communities • Material world: objects, media, images, symbols, etc. • Comparative analyses • Purposeful triangulation
  • 10. Understanding the ‘Why?’ and the ‘Why Now?’ Stephen Cribbett Further Ray Poynter NewMR Marie-Claude Gervais Versiti Sue York NewMR