FROM INSIGHT TO FORESIGHT ! MAY 2015! !
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! Soundlessly collateral and incompatible! ! World is more sudden than we fancy it. ! ! World is crazier and more of it than we think. ! ! Incorrigibly
plural.!
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! Based on the poem by Louis MacNeice!
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What is pluralthinking for ? ! pluralthinking exists to change people’s relationship with brands for the better! ! We inspire, illuminate and warn, ! so that ! brands can communicate, position and
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grow more effectively ! 01/06/15
Why bother to understand culture? ! !
When we talk about ‘culture’ we don’t mean ‘popular culture’ (though that’s a part of it). ! !
‘Culture’ is the practices, institutions and beliefs of a community.! ! At pluralthinking we fundamentally believe that you can’t divorce ‘consumer insight’ from the culture it operates in. ! ! We call that the difference between insight and
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foresight. !
You need to make sense of it all ! ! Brands exist in a complex interaction with culture. ! ! That much is obvious. ! ! What most ‘research agencies’ fail to understand is that it’s not enough to interrogate the consumer. ! ! We believe that to interrogate the consumer, you must interrogate your brand within culture. By asking questions of culture you change insight to foresight – you identify the changes that matter to your brand. ! ! Get it right and you can position your brand as a simple, digestible, meaningful construct that resonates
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in people’s lives. ! RTC Credentials
01/06/15
The pluralthinking approach ! It’s about looking from different angles; we start with three fundamental directions. ! ! WHAT YOUR CONSUMER DOES WITH YOUR BRAND! (Behaviours, habits, rituals, regimens – the needs met)! ! THE SOCIAL SYSTEM YOUR BRAND LIVES IN! (Family, religious, political, regulatory, retail, governmental, societal practices and traditions) ! ! THE CULTURAL MAKEUP OF YOUR CONSUMER! (Social currency, gender, body and mind, environment and spaces, work, money, play, living arrangements,
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online world) !
CULTURAL INTELLIGENCE DRIVERS SOCIAL CURRENCY
ONLINE WORLD
ENVIRONMENT AND SPACES
REGIMENS
SOCIAL
GENDER
BODY AND MIND WORK AND MONEY
HABITS
RITUALS LIVING ARRANGEMENTS
RETAIL
REGULATORY
SOCIETAL PRACTICES PLAY
BEHAVIOURS FAMILY
POLITICAL GOVERNMENTAL RELIGIOUS
CULTURAL
TRADITIONS
PERSONAL
Why does all this matter? ! By auditing the broader cultural dimensions in consumer’s lives we can identify.! EMERGENT AUDIENCES! CULTURAL CHANGE! THREATS AND OPPORTUNITIES! By distilling and reducing these complex influences, pluralthinking will help you to articulate a brand narrative that has – and will continue to have – resonance with your human audience. ! It might be global strategy; it might be nuancing to local needs. Or somewhere in between. !
Where do we do it? !
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Based in the UK, we are proud to have worked for world-class brands in over 20 countries. ! That’s maybe because emerging markets are responsible for 98% of the growth of the world’s top 100 brands. ! But culture exists everywhere; a dad in Didsbury is as much a consumer within culture as is a mum in Mumbai.! Whether it’s communications development, brand positioning, concept development, trends work or consumer understanding, culture matters. !
What are we good at? ! We work in ! •
Communications development & evaluation!
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Brand positioning!
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Human understanding!
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Trends and foresight. !
! International work is our bag. !
Approaches ! pluralthinking assignment designs are bespoke. We don’t offer research ‘products’. We often include: ! •
Focus groups & creativity sessions!
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Depth interviews!
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Ethnography & Observational!
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Safaris & cultural immersions!
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Blogs!
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In-Home trials / Consumer self-ethnography!
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Expert touchdowns / Salons!
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Semiotics!
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Behavioural Economics!
Brand Experience!
Agency Experience!
accreditations and memberships! Current!
Pending!
member Â
thank! you!
Get in touch! ! Created by: Brett Templeton, pluralthinking ! ! Email: Brett.Templeton@pluralthinking.com! ! Postal Address: ! ! 12 Moor Street! Soho! London! W1d 5ND! ! ! 131 High Street ! Holywood ! BT18 9LG! ! Telephone:+44 7725 716820! +44 2890 428996! +44 207 450 1652! ! Website: www.pluralthinking.com! !
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Twitter: @pluralthinking!