In their most recent report on advertising creativity and effectiveness, the IPA and author Peter Field reach the startling conclusion that both creativity and effectiveness are under threat. And who are the culprits? They believe that short-term thinking and especially a focus on driving rapid sales effects, combined with the post-global financial crisis recession, are killing the creativity of advertising. Read more »
The principle of iteration is central to design thinking. Just as evolution allows complex structures to develop over time in nature, iteration is at the core of good design, building on simple foundations to develop more complex designs. This is achieved by progressively exploring, testing and refining a design over time, often with very fast cycles of iteration. Iteration is often broken into two phases: design iteration and development iteration. Read more »
Cultural probes are the name designers give to exercises, activities and provocations given to participants in a study to provide inspiration and understanding about their lives, thoughts, feelings and behaviours, and the cultural and social context that informs them. In market research, such activities might be associated with longitudinal studies and with pre-work (homework) and follow-up work done in connection with more formal interviews and participant discussions. Read more »
“I have no special talents. I am only passionately curious.” – Albert Einstein
“Curiosity is insubordination in its purest form.” Vladimir Nabokov
I seem to have been reading a lot of books recently on the topic of questions (perhaps inspired by a good friend), and so I was curious to read Curious by Ian Leslie, all about the importance of curiosity in human life and its place in learning, business and innovation. Coming off the back of reading A More Beautiful Question (read more here), Ian Leslie arguably suffers from a lack of more practical argument and application to the reality of business, but still offers up some nuggets of insight into the importance of curiosity in the success of humans. After all, curiosity is linked to the most fundamental animal behaviour (called ‘seeking by Jaak Panksepp) and the need to explore the world.
What can sleep teach us about creativity? In The Secret World of Sleep, Penelope Lewis describes what sleep enables us to do that we can’t while awake. In many ways, the book is not just about sleep, but about the science of the brain, how memory works and what sleep brings to the creative process.
What is remarkable about insights?
In the first chapter of Seeing What Others Don’t, Gary Klein references a slide that he had often used to argue for the importance of insights and their relative neglect in business. The slide showed visually that Performance improvements = reducing errors + increasing insights. As he points out, businesses too often focus on the first at the expense of the second. They spend a lot of energy trying to eliminate errors rather than opening themselves up to potential (and often more impactful) insights that can create value.
Hopefully by now most of us realise that the mind versus body problem is a quaint notion from the past, when we mistakenly believed that our minds floated in some ether disconnected from the real world. The idea of embodied cognition, that the brain is in fact only a central switching point for the central nervous system to send constant feedback on where we are and what we are doing. We only learn and acquire knowledge through our body (via the senses), and we only experience the world, including emotions, feelings and experience, through this system. Read more »
Value Opportunity Analysis helps researchers and designers map the impact of user’s aspirations and lifestyle to product design features. As we have written in Brand esSense and on this blog, where product execution meets the goals of customers, then they will pay a higher price and appreciate any improvement that makes the product better deliver against their goals (or ‘jobs’). Many products and services are designed to improve quality of life, and the connection to improved life quality depends on those things most valued by customers. Read more »
“For me context is the key – from that comes understanding of everything” – Kenneth Noland
I was lucky enough to find time for some reading over the past week, with the Chinese New Year holiday. I picked a diverse range of books to read, or what I thought were diverse, but looking back there was a common thread across all of them (and others that I have recently read). They all show in their different ways the importance of context in shaping behaviour, a theme that has repeatedly come back to me ever since my time as a student. Read more »
“Eating is a multisensory experience” - Hestor Blumenthal
In The Perfect Meal, Charles Spence and Betina Piqueras-Fiszman explore the multi-sensory of eating. This is a great read for anyone interested in eating and drinking or sensory science, and the book is packed full of interesting anecdote, food history and guidelines for good (and healthy) eating, as well as being a comprehensive review of the literature of sensory science and especially that relating to how the senses interact.