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Like many companies, research agencies had to adapt or die during the pandemic. The days of travelling around and speaking with people in focus groups and IDIs, in bars or in their own homes stopped abruptly. Almost overnight, Incling communities, Zoom groups and Google Meets became the life-blood of qualitative research.

Agencies started whole new learning curves as it became clear that new skills were urgently required, and clients needed reassuring that these new techniques would still get the job done. Nonetheless, slowly but surely, everyone settled down into this new routine. Agencies developed new and innovative ways of using…

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THE PATH TO ACHIEVING YOUR GOALS ISN’T ALWAYS EASY

“My legs may be tired, but my mind is racing and I’m hoping to be back very soon with other ways in which I can help people, help others.”

There is a common misconception that change and progress happens overnight. We live in an age where ‘agile’ is often used as shorthand for ‘doing it faster’.

As an innovation agency, clients often expect a ‘golden ticket’ solution rather than a strategic play that can move the team further down the field (apologies for the analogy…but it is SuperBowl week).

However, the…

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With festivities just around the corner, it’s becoming increasingly evident that the ‘holiday’ season we once knew will look and feel quite different this year.

Bubbled households, places of worship delivering services via Zoom, spilling mulled wine on the living room carpet rather than the tiled floor of your local pub… are all notable changes that serve as a harsh reminder of the impact COVID has had on our lives, and effect how we can celebrate the uniquely human rituals of the festive season.

So, as the Winter-y days turn ever-darker, and as our news is filled with rising R…

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As a host of European countries are plunged into another series of restrictions and national lockdowns, it would seem to be all too easy for brands and businesses to simply keep the ship afloat, putting growth plans and innovation agendas on the back-burner.

During the pandemic, it’s been said that “change is the only constant and disruption is the new normal”. With this in mind, brands must look to lean into these prevailing winds rather than attempt to hide from them.

If the first 8 months of COVID has taught us anything, it’s that fostering bravery, belief (in your vision)…

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Has there ever been a more significant or polarising US Presidential Election? Donald Trump or Joe Biden? Who will be leading the Western World after next week? And could there ever be a bigger contrast in what it means to be a leader?

Love or loathe Donald Trump (and to declare my bias upfront, I’m firmly in the latter camp), you just can’t ignore him. His box office appeal is solid gold. …

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Source: Business Insider

Last year, if someone had greeted me with a ‘foot shake’ I’d assume insanity, but in October 2020 it’s practically de rigueur. Instead of a hug we’re now exchanging tentative waves. Even Trump now accepts an elbow shake rather than touching another’s “disgusting” hand. Fundamentally, the ways in which we greet each other have changed as we physically distance ourselves from one another, in an attempt to keep the world safe.

An interaction as simple as a handshake between two strangers is no longer a friendly greeting but a potentially embarrassing, risky and ‘irresponsible’ act in the age of COVID-19.

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We’ve always believed that focussing on human feelings and emotions is critical in our insight and innovation work, so it’s interesting to note that financial services are now also seeing the true monetary value in understanding human beings.

We’ve read Deloitte’s latest publication around the Human Experience and applaud the auditing giant for making inroads towards empathy and swapping stats for stories. We believe imitation to be the greatest form of flattery, so we aren’t sore about the name of the report (the cheque, we assume, is in the post). …

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If lockdown and virtual working has taught us anything, it is perhaps the value and importance of our teams, and how we all work and interact together. So, as we slowly begin to spend the odd day back in the office, it made me think about why.

Why do we do what we do? If it’s all about productivity, then many businesses have been managing just fine. But it’s not, is it? Surely there is some bigger, broader purpose to our work. A sense of belonging, a shared culture, a collegiate team. …

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The “best marketers will be upping, not cutting, their budgets”. Whilst that may be the message from Mark Ritson, the truth is almost half of the UK marketers plan to cut their spend in the second half of 2020.

Though global brands such as McDonald’s, Coca-Cola and Adidas have all said they will reinvest in marketing to boost their businesses as lockdowns loosen, data suggests that many are still concerned about the pandemic’s impact on the economy, restricted consumer spending, and uncertainty over a second wave.

As such, just 7% of UK marketers say their brands are taking a strategic…

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You’d be forgiven for reading the title of this post with a degree of scepticism, or even confusion, as we remain in the midst of the global pandemic. This is perhaps the greatest, and most visible global problem we’ve faced in a generation.

Across the world people are utilising a desperate situation, using it as an opportunity to address issues that go beyond the immediacy of the here and now to focus on problems that plagued humanity long before COVID.

Lockdown has provided a period of reflection; months spent without seeing family and friends, a summer without sport, and no…

The Human Experience (HX)

Human-Centered Insight, Innovation and Trends from Brand Genetics www.brandgenetics.com

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