The Art of Creating
10 Creatives. 5 Vegetables. 1 Designer Dungeon.
Sense Supper Clubs are a live experiment. We are seeking to better understand the collaborative creative process.
This week we hit Barcelona to launch Sense Supper Club. Continuing our mission to generate more creative collaboration around the globe, we took a fresh approach to deconstructing creativity using food.
Eight intriguing creatives gathered in the Gallery at Studio Store. Each guest brought along a raw ingredient representing their role in the creative process.
Guests discussed the relationship of their ingredient to creativity. Rice provided the foundational quality, garlic infused potent flavour throughout the dish. Lemon? The citrus kick needed by every creative at some point.
Illustrator, Rémi Cans, sketched throughout the evening providing live narration of the creative process in action.
The next Sense Supper Club commences Thursday 29th June in London. Watch this space!
Feeling out of the loop? Get in touch with rebecca.dowell@senseworldwide.
Sense Worldwide believes that collaboration is the fastest way to make the world a better place. To demonstrate the value of collaboration for creatives, brands and innovators, this year we’re running events in different cities. Our aim is to learn about and document the creative process; and to build a greater understanding of the benefits of collaboration for both client projects and individuals.
The Art of Creating kicked off in February 2017 with talks, creative happenings and of course, a party. The thing we heard loud and clear from those who attended was their need to connect with other creatively minded people from more diverse backgrounds and disciplines than theirs. The benefit of this connection being, that the fresh perspectives they are exposed to, help to stretch and challenge their own thinking. On surfacing this latent need we now see it as our job at Sense Worldwide to provide the platform, and create the conditions, for more of these interactions to take place. So that we can help everybody to advance their creative journeys.
To better understand the benefits of collaboration between disciplines, we felt a more intimate space needed to be fostered. We would like participants to relax, open up and reflect on their own creative process. Our aim is to create a setting where individuals can remove their professional masks as artists, film-makers, designers and authors to simply be the one thing that connects us all in The Sense Network – creative.
To organise these conversations over dinner was an obvious choice. Tomorrow night in Barcelona the first Sense Supper Club of 2017 will bring together 10 creatives from a range of disciplines. They will take part in a experience that encourages them to reflect on their creative process and articulate the benefits of collaboration.
We’ve had an amazing response to this initiative from all over the world and have a fascinating array of people already signed up. If you’re interested in taking part either as a host or participant you can find the application to The Sense Supper Club here.
We’re looking forward to what we will learn and where this takes us next on our creative journey.
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.
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.