Culture research in the pursuit of insights is one of my favorite endeavors.
Someone once told me insights are ‘retrospectively self-evident’ and I couldn’t agree more; it’s what makes them so fascinating. Their ‘self evidence’ is what makes them infinitely valuable & undeniably true, but the ‘retrospective’ factor is proof that they are challenging to identify & hone in on.
I have spent most of my career - both in the world of startups or at creative agency, 72andSunny - pursuing insights. While at 72andSunny, I initiated and led a series of data & secondary-research led ‘youth’ & ‘guy’ culture quarterly-reports and weekly-newsletters. Including a range of insights and takeaways, these were distributed across the agency as an example of target audience deep dives, as well as with relevant clients and internal teams to inform & inspire brand strategy. I’ve also been lucky to lead and take part in a range of primary research projects - from in person and online focus groups to scrappy man on the street ones - shared in easy-to-digest topline reports and if applicable, video clips.
+ Target audience culture reports
+ Target audience intra-team newsletters
+ Industry intra-team newsletters
+ Focus groups - online via services like Mindswarms or Skype - and in person
+ Man on the street interviews
+ Topline reports
sample CULTURE RESEARCH
YOUTH CULTURE RESEARCH SAMPLE SLIDE
GUY CULTURE RESEARCH SAMPLE SLIDE
CULTURE newsletter SAMPLE
These usually consist of insights, key takeaways and implications for brands, supported by quotes.
A video is made compiling these insights if video clips were collected during research.