Three things I’m good at:
Reading a category.
Semiotics and cultural analysis finds the hidden logic of how a category organizes itself: what the symbols mean, where the tensions are, which positioning territories are genuinely available for a given brand.
Getting to the heart of an Insight problem
I work on briefs that are too culturally complex for standard qual, too conceptual for quant, or where the existing research isn't adding up to anything. In these situations I work as a specialist layer, either embedded with a team or project-by-project.
Thinking about the Future without predicting it
Scenario development and horizon-scanning for teams that need to make long-term bets without pretending anyone knows what 2030 will look like. The output is better questions and sharper priorities, not a prediction.
Core methods and techniques:
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Deep analysis of the connotations and evolution of a specific category, vis a vis a wide range of brands.
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Unpacking abstract concepts, like human need-states, cultural values, or meaning-rich symbols.
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Understanding the current and potential implications of STEEP+ macroshifts, with an eye on translating known shifts into opportunities
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Developing highly informed but fictional deipctions of the future to provoke thought and spark ideation; adapted from the Oxford Scenario Planning approach
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Combining semiotics and ethnographic research to observe cultural change in situ
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Coming up with a clear articulation of the business’s unique role and benefit, including the cultural ‘sparks’ that can ignite great creative
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Systematically coming up with new ideas to drive growth in the business, drawing on existing and new insights.
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Designing and leading all kinds of workshops experiences, from 30 minute hands-on learning experiences, to multi-day, multi-stakeholder immersion sessions. Big Post-Its, colorful markers, and snacks galore.
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Designing and moderating consumer work, IRL or online