Our industry is driven by the promise of understanding people: whether through analytics or interviews, the insights that truly capture how people think and behave are the foundation of our work. In 2020, it has become even more important to understand not just how and what people are doing, but to really engage with their experiences, backgrounds and livelihoods. This panel will involve three-to-four speakers who can help us to understand the benefits-and the necessity-of research that embodies diversity, inclusivity, equity and equality. Listen to the discussion unfold to find out what brands and agencies alike must be considering moving forward, and learn about subsequent sessions that can help create actionable frameworks to become more aligned with the values of the people you research.
Play is the future of research. Attention spans are shortening and the demand for something that is truly interesting and entertaining is increasing. People no longer want to answer half an hour surveys. People want to be engaged and entertained. It is more powerful to ask questions and capture what people are doing in the moment because it has potential to reveal hidden motivations and feelings. Play can help us get closer to people in research, revealing new insights into what they see, feel, think and do. In this presentation, we will explore the role of play in building stronger relationships between people and brands, a relationship that matters in their real lives.