Mike
Ainsworth
one of the biggest drivers for me is that as I approach my 30th year of involvement in communications & marketing - and now increasingly research - we haven't changed things anything like enough. We swapped broadcast tyranny for technology tyranny and we're still not very interested in how communication actually works. Companies are still mailing stuff to people that they have no desire to read. CRM is still more about technology process than relational understanding. People still spend fortunes on opinion and attitude research that gives them no real actionable direction - particularly the Public Sector!
All of the above activity involves moving from one world and set of assumptions to another and understanding how to bridge the process of change.
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Sarah
Hayward
I have two obsessions. The first is to get as close to an individual's
reality as is humanly possible without compromising their comfort
zone. The second is to create generative research that is applied
to change in client organisations. While I may not directly
effect change I provide the thorough understanding that is required
to bridge the current world to the future world.
Many of the
techniques that I have developed and employed over the years
are focused on understanding the experience of the consumer.
My
philosophy is that behaviour can be
better understood if it is examined in the context of how people
actually
experience things, rather than relying solely on opinions and
attitudes of how things should or could be. I apply psychology
to my research as a way of systematising and explaining how
people are motivated to behave. this provides understanding that can be applied in the long term as averse to a snapshot of peoples' mood of the day.
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