REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME...
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Transcript of REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME...
REAL TIMEWe are a behavioural economics,
REAL BEHAVIOURRESEARCH AGENCY
I worked research
Beforein
withI worked research
Before
SOCIAL EXPERIMENT. GUILTY PLEASURES.
RESEARCH TURNS PEOPLE INTO LIARS
IF YOUR INSIGHT ISN’T AWESOME, YOU MAY AS WELL GO HOME
RESEARCH IS JUST STIMULUS
RESEARCH TURNS PEOPLE INTO LIARS…
“CONSUMERS ARE NOT RATIONAL”
Daniel KahnemanThinking Fast and Slow Won the Nobel prize for economics in 2002
2 4 x 1 7
AND PACKAGING?
Pick ME
Pick MEPick ME
Pick ME
Pick ME
here it is
SPOT THE BURGUNDY DOT
OrWHAT SOUNDS BETTER?
IF YOUR INSIGHT ISN’T AWESOME, YOU MAY AS WELL GO HOME.
THE REALITY IS THAT THE MARKET HAS CHANGED MORE RAPIDLY OVER THE LAST 3-6 MONTHS THAN I’VE SEEN IN MY 30 YEARS IN THE INDUSTRY.”
Mike CoupeSainsbury’s CEO | October 2014
“
REALLIFE
Marketing & Insight ConsumersResearch Agencies
Marketing & Insight ConsumersResearch Agencies
REALLIFE
MEANWHILE,RESEARCH AGENCIES MAKE MONEY…?
SERIOUSLY.THIS IS A RACKET.
WE NEED TO SORT IT OUT.
NOT AWESOME. DESIGN
BRIEFDesign Objective
Business Objective
Audience Profile
Zoe is 23 and works as an administrative assistant in Slough. She graduated in media and one day would like to be working in London. She currently still lives with her parents and really enjoys the gym, going out with her friends and watching films.
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EQUALLY LAME.DESIGN
BRIEFDesign Objective
Business Objective
Audience Profile
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Zoe is outgoing and full of fun and life. She wants to make the most of every moment she has as she believes that life is short.
THERE IS A WORLD OUT THERE.”
“CoriolanusAct3, Part 1
CONSUMER INSIGHT MEANS GETTING YOUR HANDS DIRTY.
RESEARCH IS JUST STIMULUS
GOOD RESEARCH NEVER STANDS STILL.
GOOD RESEARCH NEVER STANDS STILL.
THREE THINGS MATTER
REAL PEOPLE GET YOUR START AGAIN
SHARE EVERYTHING
HANDS DIRTY
IF IT’S IN A BOX
THANK YOUPartner & Strategy Chief
T: 020 7234 0768M: 07889 732 971
AUSTIN ELWOODPartner & Research Chief
T: 020 7234 0768M: 07773 386 093
TASH WALKER
