Have you read Forbes article: 5 reasons why big data will crush big research? A bit of gloom on this sunny day: big research is too small, research is a bad predictor of the future, doesn’t handle complexity well, outdated, inflexible
Getting Action with an Audience through research, drop TR
There are many ways to Gain Action but I will illustrate it through our most recent example, which is the Guardian’s proprietory study for clients and agencies, called mood of the nation
So, lucky 13 principles.
I know I told you to stay calm, scrap it, don’t be calm, be passionate. The whole of this presentation deals with emotions
And nobody said it better than late Maya Angelou: people will never forget how you made them feel. Does insight inspire people or bores them?
I personally feel really passionate about well-being, as an alternative measure of success to money and status, and that’s how Mood of the Nation was born, as we were just coming out of the deep recession, and
Are brands so fragile, so weakened by Internet-empowered consumers that branding is on the verge of losing its value?
Also we found that demographics had little impact on the levels of well-being (unlike the government’s findings). The three key drivers were: Perceptions (feelings about oneself) Attitudes (towards the outer world) and being actives as a person, citizen and consumer
