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the unicorn's hideaway
a qualitative thinking company
Recent Activity
RE-search Editorial written for Last year, in autumn, I learnt in the ESOMAR Qualitative Research conference about a project ran in UK by Digital People, for Unilever: a portal for research insights. A tool to centralize and make easily accesible insights from research, from different cronologies, geographies, research managers (current or ex-) and research agencies. So I realised it is not a difficulty of Romanian research, but a difficulty of research in general... What difficulty am I reffering to? The difficulty to capitalize, the temptation to always strat from zero, to position ourselves always in the role of that... Continue reading
Posted Nov 5, 2010 at words from anamnesis
A great job signed by Andreea (with help from the team, in the format of an internal creative problem solving workshop). Ignore the piles of paper, though... Continue reading
Posted Aug 30, 2010 at words from anamnesis
The Ultra-credulous and the Super-cautious This episode will extend a little bit the limitations imposed by the title. For once, it will not be about the errors in research, but about the positioning mistakes that research clients make - as in "how they position towards research" The Ultra-credulous - is that client who believes that the consumers, aka the research, can answer any question in this world (where world means marketing world). And if this is the fact, wouldn't it be completely unintelligent not to pick the last question, the most final, the one that "bull-eye"s the problem: Which concept... Continue reading
Posted Aug 11, 2010 at words from anamnesis
This is another editorial I wrote for Chapter 2: The Great Creative Solution To make it very clear from the very beginning, I will start with the morale of the story: research does not have to be creative. Ignore all the talks and complaints about research not being creative (enough), the mantra of research is not The Great Creative Solution. "We try to learn about X thing for the past two years, but we are not getting anything new any more. You find some creative solution to research that". Familiar, huh? What is meant by "creative solution" in such... Continue reading
Posted Jun 2, 2010 at words from anamnesis
Have been at Crea. It is a conference I kept hearing about and bumping into in the last half of year alongside my inquiries about creativity, innovation, divergent thinking etc... It paid off, both at a personal and at a professional level. Qual research conferences I had been at before are usually "not your typical corporate conferences", yet, being in a conference that is about much more than just business was very rewarding. So, what did I do at Crea? I put some order in my disorderly knowledge about creativity and creative processes. I got the chance to practice what... Continue reading
Posted May 5, 2010 at words from anamnesis
This is the editorial I wrote for Episode 1: “Thank you, Captain Obvious” “Thank you, Captain Obvious”…means the ease with which both clients and researchers (myself included, at times) send all sort of information to the recycle bin as being “nothing new”, or “obvious” or even “that’s old news, let’s get down to the juicy stuff”. The one with “we didn’t get anything new from this” (meant to sound more like “research didn’t really help this time”) ticks me off the most. Because in most situations the “nothing new”-ness is completely unarticulated and inactive in the mind of those... Continue reading
Posted Mar 19, 2010 at words from anamnesis
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Mar 16, 2010
I love this expression: "working to put food on the family's table". It moves me, whether it comes from the mouth of a labor union leader in a political talk show or from a character in a movie about pioneers in the wild west (even if, i guess, the reason it moves me has more to do with the latter than to the first). And it moves me whether it is expressed as "putting bread" or "putting food" or the simpler, less metaphoric "feeding the family". I guess what I hear inside when I listen to these words is the... Continue reading
Posted Mar 12, 2010 at words from anamnesis
I was quite amused of this story I read in The Culture Code (needless to say, a very inspirational book by Clotaire Rapaille): In a classic study, the nineteenth-century scientist Jean-Martin Charcot hypnotized a female patient, handed her an umbrella and asked her to open it. After this, he slowly brought her out of the hypnotic state. When she came to, she was surprised by the object in her hand. Charcot then asked her why she was carrying an open umbrella indoors. The woman was utterly confused by the question. She of course had no idea of what she had... Continue reading
Posted Mar 4, 2010 at words from anamnesis
It’s not that I usually read books that are inspirational, but it seems that lately, most of the choices I made in what reading is concerned have proved to be inspirational to me in a certain way. And it’s not just by chance, I think… I happen to be interested in pure, live and honest human interaction (and that’s not only due to my professional interests, but also sheer, human curiosity). And, like any other responsible individual living in the modern world, I sometimes wonder what will come of human interaction as we know it in the context of our... Continue reading
Posted Feb 26, 2010 at words from anamnesis
Most probably for the Romanians reading this, who obviously are here also because they are everywhere else online, the image above is already very well known. It has not been so until two weeks ago... It is about a campaign to help raise money for Daniel Raduta, who has been diagnosed with acute lymphoblastic leukemia in October 2009 and needs to have a hematopoietic stem cells transplant, as soon as possible. The procedure costs around 120000-150000 EUR. Unfortunately, not the first such story, and not the last... Yet, I have never seen a similar campaign spreading around with such force... Continue reading
Posted Feb 12, 2010 at words from anamnesis
One heuristic principle states that laughter might be a physiological reaction to novel connections made by assembling neurons in the brain in unexpected ways. I always advise people, in any kind of research or ideation related environments to give special attention to ideas that make them laugh, as there may be more there than "silly". I saw last night Avatar at IMAX. First 5 minutes: everybody around me (and me included) was seriously (and incontrolablly) giggling as they were accomodating to the new type of viewing experience. Q.E.D. PS: as i told this story to two people this morning, they... Continue reading
Posted Feb 3, 2010 at words from anamnesis
The circumstances of the beginning of 2010 have put me in a bit of an uncommon situation:an inflation of new clients, and by "new" I mean "completely new", not like "an old client that has just changed employers". How I had been used to navigate these waters (especially in 2009, but I seem to remember that things have been more or less the same even before) is being in the same boat with my old clients, long time "mates", with whom I share the same views on navigation, we guide ourselves by the same stars and usually understand each other... Continue reading
Posted Jan 31, 2010 at words from anamnesis
Everybody knows what kind of year 2009 was. But... Yes, the business suffered. Yes, there were months when we wondered if we were going to even hit the break even. But the big picture was not so bad and we still had a more "expensive" Christmas party than ever before ;)... oh, and a more fun team building session: wall climbing! Less business also meant that, for the first time in many years, I managed to spend a decent amount of time for my personal life, and esspecially with my son. It felt very good and natural (maybe too natural... Continue reading
Posted Jan 13, 2010 at words from anamnesis
It is such a fortunate coincidence that we get to write our first post before Christmas, and we have a nice moment to share: getting together for a "sweets making" session... which turned out just like our entire year, which took us through a lot, but ended up on a very optimistic note... and delicious, for our cooking session. So, Merry Holidays to everybody and... have a praline and think of us :)! Continue reading
Posted Dec 16, 2009 at words from anamnesis