IPA Eff Fest - Nick Southgate

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Presentation given by planning and research consultant Nick Southgate at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.

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IPA Eff Fest - Nick Southgate

  1. 1. From Behavioural Understanding to Better Creative 15th October 2013, IPA Eff Fest Nick Southgate NICK SOUTHGATE PLANNING & RESEARCH
  2. 2. Taking the easy route NICK SOUTHGATE CONSULTANCY
  3. 3. Two modes of thinking – Fast & Slow LEFT left upper lower LOWER right RIGHT RIGHT left LEFT right upper UPPER lower LOWER upper NICK SOUTHGATE CONSULTANCY
  4. 4. Are you paying attention? NICK SOUTHGATE CONSULTANCY
  5. 5. The investigation of not thinking NICK SOUTHGATE CONSULTANCY
  6. 6. Asking for thinking is easy This ad has engaged both my emotional and rational needs in the haircare category. Thank God! NICK SOUTHGATE CONSULTANCY
  7. 7. The Automatic Envelope NICK SOUTHGATE CONSULTANCY
  8. 8. How disruptive? Ikea – ‘Chuck out the Chintz’ 1996 NICK SOUTHGATE CONSULTANCY
  9. 9. Craft meets Science NICK SOUTHGATE CONSULTANCY
  10. 10. Thank You NICK SOUTHGATE PLANNING & RESEARCH

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