Tuesday, May 12, 2009

How good are you at adding meaning?



Have just returned from a fantastic workshop we ran at Oxford University SAID Business School. We used live client footage from a recent study to set a series of tasks, both interpretive and innovations focused.

70 MBA students took part. And the outputs presented back to us were awe-inspiring given how little time they had to prepare. Also, for many, it was their first exposure to any kind of research.

On the long drive back to Brussels (yes I drove to and from ) I wondered how you (Ethnosnacker Group) would handle the task of adding meaning to a clip. Take the above for example. It is a conversation between father and sons and it was completely un-prompted. I know because I filmed it. Watch it and using 'comments' below, write out in a few sentences what this clip would mean to a retail bank.

I know you are at a disadvantage with little or know context, but this is an exercise in creative thinking, seeing what isn't happening and linguistic analysis. If you are using an analytical/interpretive tool to deconstruct, please share. Whichever way you choose to analyse this clip, go ahead and watch it a number of times. Then set your reply out, if it helps, under these headings: 1) Insight, 2) Meaning and 3) Implication... all for a retail bank. Don't labour over this, keep it light and easy.

The best reply (I won't be the only judge) will win a really cool book.

The best of luck! Share/Bookmark

2 comments:

  1. Lori said...

    Okay. I'll play. Here's my quick and dirty. No analytical / interpretive tool here, just off-the-cuff thinking.

    1) Insight - Dad keeps tight control over household media, but is out-of-touch with latest innovation. Kids see it and will get him there (particularly if there is something in it for them)
    2) Meaning - The gatekeepers / purchasers of new technology are heavily influenced by those around them and often led to the purchase by someone else in the know.
    3) Implication - Look at who is using your online banking services today and figure out how to build outward from this base using viral or cohort-based initiatives.
    Lori Wahl
    BigInsightz

    ReplyDelete