Abstract:

In writing this paper, we were challenged to start it with a clear statement of purpose. What was the business issue being solved, and as a result of this work, what impact did the project deliver? So, right from the start, we faced a problem. There was no specific business issue to solve. There was no ?business challenge? or even a specific business need. There were no research objectives or questions to be answered. I can see traditionalists reeling in horror at this thought. Surely, an excellent insights project starts with a clear, well-written brief outlining the business challenge and research objectives? Surely, the research deliverable clearly illustrates the insights and implications which help that business, organisation and/or brand navigate that challenge?

?????? my friends?"false? in Greek, in case you are wondering!

This paper is designed to introduce a new way of thinking and a new way of working to bring freshness and freedom to insights professionals. We start with a blank sheet of paper?no business issue to solve?just passionate and curious minds thirsty for inspiration. As our story progresses, we hope to create impetus to reconsider our professional skills in light of the challenges insights clients and agencies currently face and considering the motivators and inhibitors to great work.  In dong so, we?d like to share a new philosophy on how we work?where science and creativity come together and humans and machines align. Let us introduce you to the story of Brand Enlightenment?a fresh approach to what we do and how we do it. Buckle up and prepare yourself for a story that begins with one simple idea: What happens if there is no issue to solve? Are our industry?s skills still relevant and, if so, how might they best be applied?