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Philippa Dunjay
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Philippa Dunjay is now following Northern Planner
Jul 16, 2012
Philippa Dunjay is now following farisyakob
Jul 16, 2012
Hey Faris, A thought provoking read and good to see your essay. Firstly on ‘insights’ – I agree it’s not a proper noun. But it’s probably the easiest shorthand for defining what for me is asking ‘Why? Why? Why?’ until you can’t reduce it down any more. A revelation might be a better term – something that was hidden before, that opens up the unconscious thought behind what people do. Which ties neatly into Kahneman. As I mentioned, I've also been reading Thinking Fast and Slow. It definitely has some profound consequences on how we produce advertising that actually works (quantifiably?), that appeals to an emotional and unconscious state that we often post-rationalise later. It is definitely in early stages though - we have names for principles such as loss aversion and over-optimism now - but application is trickier. In some ways, such sense trickery has been around for years: whether the nostalgic smell of baking bread in supermarkets or photographing products next to smaller objects so they look bigger. So while I'm very interested in the psychology/behavioural economics side, I think the role of the planner will be to build on these scientific insights, to carry out micro experiments with brands to see which successfully trigger us. Why I am interested in microcultures is that they are a small community that has arisen to fill an unconscious need or desire. In the same way, that you might identify an illness by its outward symptoms and then work out the cause, you can look at what outwardly happens in society (or preferably niche societies like microcultures) to study the underlying unconscious cravings of people. For a scientist, an observation of a small group of subjects provides a general hypothesis. For a planner, observation of microcultures provides similar general insight. Where I wanted to put the planner of the future was in a more cultural role – the growth of data will do an increasingly good job of audience analysis, auto-targeting ads and optimising. But automated data can’t explain the key to why people buy or create the emotional narrative to keep them coming back. - Philippa Dunjay
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Philippa Dunjay is now following The Typepad Team
Jul 16, 2012