Category: Blog

30 Sep 2019

“Insight needs to transform itself to become more culturally attuned and future focused”

An interview with Bill Marshall, Unilever’s Global Head of Human and Cultural Foresight (Dutch version appeared in Clou 94) Companies that are successful in anticipating cultural change have a powerful advantage. However, as a discipline within the intelligence domain, cultural foresight is underutilized. Are companies ignoring culture at their own peril? Bill Marshall, Unilever’s Global […]

Continue Reading
14 May 2019

Agile innovation benefits from Cultural Forensics (Dutch language blog)

Steeds meer bedrijven en marketeers omarmen agile. Tegelijkertijd is er behoefte aan richting en houvast. Een strategisch-cultureel kader voorkomt dat agile innovatie uit de bocht vliegt. ‘We leven in een V.U.C.A. wereld’ is een populaire catchphrase. Veel organisaties begrijpen de wereld niet meer en dobberen richtingloos de toekomst tegemoet (Blokker) of gaan onderuit in de […]

Continue Reading
14 May 2019

People Myopia: the case for Cultural Forensics

Blinded by an obsession with ‘people as people’ and an infatuation with the brain, marketing and insight are at risk of missing two important pieces of the puzzle – ‘situations’ and culture. It’s reassuring to think of people as autonomous agents who, driven by idiosyncratic needs and desires, ‘decide’ their way through life. As marketers […]

Continue Reading
25 Feb 2019

GREETINGS FROM LALALAND (Part 2)

In Part 1 I asserted that the insight industry is peddling attractive yet half-baked truths that bear little resemblance to the real world. This is underpinned by:  Our failure to apply evidence-based thinking Misconceptions around the contribution of ordinary people to marketing Excessive focus on individuals, decision-making and the brain Consequently, the insights business is […]

Continue Reading
25 Feb 2019

GREETINGS FROM LALALAND (Part 1)

Are insight specialists peddling attractive yet half-baked truths that bear little resemblance to the real world? And have clients become wise to their tricks? As an insight professional, how do you feel when someone asks you what your job is at a party? Maybe you’re proud because insight’s about cracking challenging problems in short timeframes. […]

Continue Reading
30 May 2018

ONZE COLLECTIEVE BLINDE VLEK (Dutch)

  Meer context in marktonderzoek met behavioural economics Behavioural economics dicht de kloof tussen onderzoek en realiteit. Het draait niet alleen om het brein, de context waarin ons gedrag plaatsvindt is net zo belangrijk. Sinds de oprichting van het Center for Systematic Diagnostics in Marketing (Censydiam) in 1987 hebben marktonderzoekers zich massaal op het brein […]

Continue Reading
29 Apr 2017

THE PRICE OF SIMPLICITY

The sense and nonsense of listening to consumers Questioning ordinary people’s contribution to marketing is akin to Pussy Riot challenging Putin’s rule in a church – it’s heresy. Yet neuropsychology, behavioural economics and more recently Byron Sharp suggest that our notion of consumer-centricity and what it means to ‘listen’ to people are based on a […]

Continue Reading