CONSUMER INSIGHTS 2009
THE PRAGMATIC APPROACH
DUBAI / 9 - 11 FEBRUARY
Beyond words
Lucy BlakemoreLekshmy Parameswaran
László Herczegh
Abstract
Insights are useful only if they are understood by those who need to put them into action. Yet even the most compelling insights can be ‘lost in translation’ at different stages of a project when we forget to decode and encode, interpret and translate ideas to communicate them fully to all disciplines involved. Words have long been the common currency of our industry, but we’re looking to non-marketing disciplines to understand what we’re missing when we ignore the non-verbal, the power of the senses and their ability to ‘translate’ insights, ideas and experiences in inspiring and rich ways. As the market research industry seeks to innovate and deliver greater value for clients, we believe that strategic growth lies in leveraging this power of translation. This paper is a guide to going 'beyond words' and hopes to inspire new ways of interpreting and translating insights to enrich the research process.
Lucy Blakemore
Lucy is Associate Director at Gravity, a research consultancy specializing in strategic foundation research and idea development. She has worked as a qualitative researcher in areas as diverse as investments and intimate health, working with clients and research partners to interpret and translate human insights into a tool the whole team can understand and use. She holds a BA in German & Italian from Oxford University and CIM Postgraduate Diploma in Marketing. She is currently working towards a BSc in Psychology.
Lekshmy Parameswaran
Lekshmy is co-founder of fuelfor, an innovation design consultancy specializing in health care. As an innovation design consultant she encourages innovation teams to challenge conventional thinking, conducts collaborative research to bring the voices of patients and care providers into the innovation process in inspiring ways and applies design thinking as a strategic tool to unlock creativity in client organisations.
She holds an MEng degree from Cambridge University and an MA from the Royal College of Art in London.
László Herczegh
László is co-founder of fuelfor, an innovation design consultancy specializing in health care. As an experience design consultant he is driven by a strong empathy for people’s health care experiences. He translates insights into viable design solutions and strategies, identifying those design qualities that powerfully communicate the value of a new proposition.
He holds an MA degree from the Academy of Arts and Design in Budapest, including study at the University of Arts and Design in Helsinki.