We’re aware that the word “research” conjures images of cold, sterile environments. And reams of data – boring, dry in nature and hard to decipher. So even though the information contained within may, in fact, be ‘good,’ it may also sit on a shelf collecting dust. In fact, you may have a few reports in your filing cabinet right now that haven’t seen the light of day in quite some time.
That reality inspired us: How do we ensure research not only leads to impactful changes to business, but does so in ways that makes for interesting and engaging learning?
Our answer: make research more vivid.
While it is important to know what people think and how they behave, it’s simply not enough for research to gather facts. Vivid research means that it’s not enough to report back what people do, nor let it rest with how they behave. We go further and recognize the need to understand the experience: what enrichment does the audience get from their beliefs, their actions and their emotions?
In other words, people buy products, watch TV shows, multitask on an iPad, not for the sake of doing these things, but in order to experience the world around them. Research designed with this in mind leads to work that inspires consumers to see brands as icons, businesses see dollar signs, and creatives see visions of sugarplums. Everyone wins.