Page 9 - The EDIT | Q1 2017

EDITorial
We strongly believe that real insights are almost never uncovered in dark, silent cubbyholes. They are often unearthed when team members come together and (wait for it!)... just talk. There is an incredible and often underestimated potential in conversations and discussions — and that’s why we want to encourage you to have more of them. Every conversation will tell you something you didn’t know before. It might change your way of thinking, it may steer your chain of thoughts in a different direction.
As Ben Grill from PHD Australia describes in his essay ‘The art of asking questions’, the importance of asking questions is critical to succeed in whatever we do. Don’t be afraid to ask questions — no matter how silly they may seem to you — they will open new chains of thoughts. Just go ahead and ask, ask, ask. The answer might be another piece to your insight puzzle.
Just look to your left or right... See that colleague? Pop over and run your insights, strategy or idea by her/him...
The last word
We need to be more curious.
Sometimes it is just as simple as taking a different route home from the office, tasting food you would normally not eat, talking to a stranger or even going that far by putting on that parachute and just jump!
We need to dig deeper into the WHY and not
just the WHAT, WHEN, WHERE when it comes to understanding consumers. Data is great at telling us the WHAT, WHEN and WHERE. But it is the thorough understanding of the WHY that will help us Find A Better Way.
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Can you still remember a world without Facetime or WeChat? Can you still remember where you couldn’t see, but only hear the person you were on the phone with? Well ok, maybe you do — but do you really want to remember these old days?
It is all these emerging technologies, mixed cultures and evolving communication that shape new consumer habits and create immense comms opportunities. For us as PHD, it is essential to understand how consumers really utilize new technology and how they adapt to emerging trends
— and how we can leverage this knowledge for our clients.
If you are still not convinced of the power of insights yet, take a look at the IDEAS section which in this issue features our shortlisted Wave One Light Awards. All great case studies are based on relevant insights.
Take ‘Love’s first heart beat’ from PHD China as example — the fact that Chinese dads-to-be are not allowed to accompany their pregnant wives into the ultrasound room is... yes, a fact. But what does this mean to the future father? How does this restriction make him feel? And how can we, as PHD, help our client F Elevit to bridge the gap between a dad-to- be and his unborn child?
Read the full here story here.
Why insights should never be a one-man’s job
Noneofusisas smart as all of us.
Ken Blanchard
At PHD, we are proud to encourage and celebrate the great diversity amongst our teams across the region and globally. We love talking about our different and diverse backgrounds, our different POVs, our different taste for music, art, movies, food, games or travelling – and these conversations are just the base for more, better conversations.
Stay curious and keep digging – but most importantly, enjoy an amazing 2017!
NF
THE EDIT ISSUE 05 | Q1 2017