Sep 27, 2017
“If you want to create advocacy, you have to foster understanding.” – Laura Cole
Walking a mile in someone’s shoes isn’t just a phrase, it’s a research method. At this year’s Advertising Week in New York, Y&R presented a discussion on the power of cultural immersion to drive creativity. The panel featured Sandy Thompson, Y&R Global CSO, Dick de Lange, Y&R NA CSO, Andrew Jenks, Filmmaker, TV Producer and Author, Lauren Cole, Lieutenant Commander of the U.S. Navy and Julie Arbit, VP Insights at VICE Media.
Y&R’s Sandy Thompson argued that with all the big data available, it’s easy to lose touch with our consumer and the reality of what their life feels like. The solution? Get up from behind our screens, venture out of the office, and spend time with real people. Thats why we created Y&R eXploring - our unique approach to insights through cultural immersion. It takes research from behind the focus group mirror and out into the world to find the simple human truths that connect brands and people.
Currently, eight of our strategiests are eXploring four different cities across America’s heartland: Memphis, Indianapolis, Milwaukee and Phoenix, in a project called "Days Out: The Middle." They're goal is to get to know real consumers through real experiences. No “respondents.” No two-way mirrors. No focus groups. To follow their journey visit: https://www.yrdaysout.com
Here are our key quotes and takeaways from the panel: