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The answer used to be simple. It looked like a TV spot, a print ad or a promotion. The role for insight was also simple. To ensure that the answer worked. But for modern participation brands the answer could be anything. It might resemble a shift in culture, a new service or a product innovation. And if you're going to hack into a consumer’s life and offer a meaningful solution, you need to be clear about where the gaps are. So how do you find the gaps? How can data be used to find the next white space opportunity when our lives are already overloaded with brands? The new wave of data insights, from the quantified self to predictive analytics, shouldn’t simply help refine creative solutions and take us back to the safety of the middle ground. Data should be used to take us off the map, away from the centre to the creative edges where we can find original start-points that enable true creative leaps for agencies and innovators.
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Lifestyle Hacking. The question is the answer
@chrisbaylis @benessen
James Thurber New Yorker cartoonisT
"It is better to know some of the questions than all of the answers."
The edge.org
the world question centre
1971 Conceptual art installation by James Lee
Byars
"I can answer the question, but am I bright
enough to ask it?" James Lee Byars
!“My goal is to provoke people into thinking thoughts that they normally might not
have.” !
James Lee Byars !
!“Data provokes people
into thinking thoughts that they normally might not
have.” !!
data = !
better answers
which test won?
A!!
understand how content travels
understand how content travels
$200Mmore commercial colour schemes additional
revenue !
!
150%harder working media more searches
!!!
better behavioural response ! 7 x
more effective !!!
98.6% 99.8%
% people not clicking banner ad
0
25
50
75
100
no
data
targeting
with
data
targeting
lifestyle hacking brands positively disrupting the flow of people’s lives
Confidential © 2014Confidential © 2014Confidential © 2014
hacking my relationship with the category
�18
disrupt my relationship with the product
Confidential © 2014Confidential © 2014Confidential © 2014
hacking my relationship with the category
�19finding new ways to be valuable
big data, big disruption !
!
140 characters. 150 data points. !
!
self tracking
mind reading data!!
mind reading data!!
increasingly perceptive media !
data overloaded with opportunity !
borrow some data!
!
where’s your data?
human insights and creative
leaps
Sir John Hegarty !“I’ve spent my life dealing with people who’ve got all the data in the world and yet they can’t invent anything... !To those brands that say ‘I understand you’ I say ‘Fuck off, you don’t understand me, Mind your own business, I don’t want to be understood by you. I don’t understand myself sometimes… and it can be fun.”
New cokE !A Classic Mistake
!Data should be used to
inform your thinking, not your decisions.
Predictive analytics can figure out how to land on
Mars, but not who will buy a Mars bar.!
!
!Data can be superhuman. But can it ever be human?!!
Data tells us what has or is happening
Creativity shapes what will happen
how to turn data into creativity?
1. ideas evolve the way we evolved. by breeding.!!
2. raw data is an
oxymoron!!
make new connections ask the right questions to flush out the ideas
data curators!
!
data scientists!!
data curators!!
juxtapose and colliide!!
data ethnography!!
“Noise allows neurons to have a little elbow room
to dream up new ideas” rusty miller
meet the creativity machine!
!
meet the creativity machine!
!
“Creativity cannot be derived in a logical way, in
a step-by-step fashion” stephen thaler
Creative leaps!
!
What is an idea? The combination of two previously unconnected things that produce a timely and
original answer to a problem.
Thing 1 + thing 2 = an idea !
!“A human Plus a computer
beats a human or a computer every time.”
David Rogers!!
Superhuman (data) + human (creativity) = an idea !
Superhuman (data) + human (creativity) = BA live Billboards !
Superhuman (data) + human (creativity) = Rip curl watch !
Superhuman (data) + human (creativity) = sound of honda !
Superhuman (data) + human (creativity) = hit the winner !
uncomfortable data!
!
Here be Dragons
Outlier Data
“ Discomfort is the only sure sign that you are really
exploring the foggy future that lies ahead”
!MAGNUS
LINDKVIST
forgetify
Conclusion: Embrace
Uncertainty
add a little noise
and keep asking those
questions
Questions?
@chrisbaylis @benessen
