Five Ways We Are Continuing Our Journey To The Stars

Astronauts: Brains on zero gravity
Humankind has always had their faces turned towards the stars. The art of astrology has been floating around human culture since the Babylonians created the first astrological system in the 2nd millennium BC. The ancient Egyptians used their knowledge of astronomy to plan the construction of the Great Pyramids with impressive accuracy. Continue reading “Five Ways We Are Continuing Our Journey To The Stars”

Five Must-Read Newsletters To Expand Your Mind

Nonsensical Newsletters To Expand Your Mind
Newsletters. Are they good? Deposits of electronic knowledge delivered to you wherever you are? Or are they bad? Jamming up your inbox and blowing your notifications out of control?

We’re quite fond of them here at Sense HQ, but admit that you need to dig around for the good ones. And so, we would love to share our favourite newsletters with you! We like to think these are good newsletters to keep you updated with what’s happening in the world, expand your mind and give you a little inspiration (and a laugh) along the way.

We’d also love to hear if you have any newsletter recommendations for us! Let us know on Facebook, Instagram or Twitter! 

Continue reading “Five Must-Read Newsletters To Expand Your Mind”

A Note From Amsterdam // Sense Supper Clubs

sense supperclub amsterdam
Last week saw the HQ team join long time Sensers, Hortense Koster and Ryan Tjin, as they co-hosted the first Sense Supper Club in Amsterdam. From exploring each others creative journeys, sharing dreams and aspirations, watching Jennifer’s trailer for a new erotic game and making new friends along the way… the evening really was one to remember. Read our hosts’ account of the night below (with Ryan’s awesome photography as proof!). Continue reading “A Note From Amsterdam // Sense Supper Clubs”

Going to the edges for inspiration

now network pepsi

now network pepsi
 

Jacky Parsons, our Director of Research, spoke on one of our favourite topics at this year’s ESOMAR conference in Nice: extreme consumers. The conference is an annual get-together for members of the market research industry and this year’s theme was ‘inspiration’. At Sense, we find talking to extreme users incredibly inspiring. Nick Graham, our PepsiCo client, joined Jacky on stage to talk about the extremely creative members of the Pepsi Now Network, managed by Sense, who are having such a big influence at corporate HQ.

Going to the edges for inspiration
Together with our friends at PepsiCo Global Beverage Group, we wrote a paper on the value of speaking to extreme consumers.  Click here to download the full paper.

In the paper, we show how people with more intense and unusual experiences, attitudes and backgrounds – who we call extreme consumers – can unlock insights that transform the work of marketing and innovation teams, even if your target audience is mainstream.

We describe three types of extreme consumer:

1. The Lover vs the Rejector
This type sits at either extreme of the usage spectrum of your brand or category. Extreme Users have a much higher than average usage profile – in terms of frequency or quantity. Rejectors on the other hand are lapsed users or non-users who have chosen not to engage with your brand.

2. Experts
Don’t think of academics when you read the term ‘expert’. This kind of extreme user has expertise relevant to your brand or category because of the role they play in life, but it’s a lateral connection. So for example, a soldier can be an expert in blisters.

3. Leading-edge Creatives
These people are extreme in terms of their cultural engagement and creativity, and their lifestyles. This is the type of ‘extreme consumer’ we have involved in the Pepsi Now Network during 2014. They’re the opposite of a conventional research panel – they’re muses who guide internal teams and shape the thinking of external creative agencies.

As Anna Peters reported on the Esomar site: ‘For Nick Graham (PepsiCo USA) this has been the first time in his career where “agencies have been begging him” to speak to consumers. In short, this approach has resulted in an organisational shift – where the function of Market Research has been repositioned from reporting findings, to inspiring solutions.’

The Pepsi Now Network demonstrates that the value of any approach involving extreme users goes beyond the commercial benefits to the business – it makes a qualitative difference for everyone involved in the journey. The research process becomes more interesting and rewarding for everyone involved, whether they are participants, recruiters, agency teams or client teams – as a genuine human connection is forged between people and fresh insights are discovered. And that’s what inspires us, as much as the new ideas ignited by the interactions.