In this unique presentation, Dr. Michael White will share some of the experiences learned during his forty year career in jazz. From concepts such as innovation, to the creative process in individual and collective improvisation, to reinterpretation of ideas and incorporation of diversity, Dr. White will show how these aspects are not only used in creating New Orleans jazz, but have also been at the core of the city's recovery from the devastating Hurricane Katrina. Through musical examples, Dr. White and his quartet will show how these principles are applied, and how in addition to being an exciting dance music, jazz is a philosophy that exudes freedom and celebration of individual expression.
Sixième Son is an audio branding agency exclusively dedicated to sound identity, audio branding architecture and environmental sound design. In his presentation, Laurent will demonstrate the value of integrating musical design within the brand strategy to create a coherent system across all touch points.
Desafinado means going off-key in Portuguese. The song, written by Antonio Carlos Jobim and Newton Mendoca, was a real innovation in its use of unexpected dissonance in a beautiful melody. The song has become one of the most popular Bossa Nova tunes, and is being played and sung world over by Latin and Jazz musicians. Our paper would describe how we can inspire greater creativity in insights by using ideas from the world of art and music such as "creative dissonance".
Big data presents massive challenges but music, that great human universal, provides encouragement and inspiration amidst uncertainty. Rock musician Olly Nelken and researcher Will Goodhand will explore (and demonstrate musically) just how massive, messy and overwhelming the change has been throughout music's history. Examples such as the journey to the analogue synthesiser, and then to the advent of digital synthesisers show one vital element: the human one. 'First movers' steeped in music composition, like Jean Michel-Jarre, were able to seize moments such as the digital revolution. Was this a position much like market researchers are experiencing now? If we embrace a little mess and experiment a lot aren?t we the ones uniquely placed to seize the world of opportunities? If not,why not? And if so let's go do it.
An artist experiences enthusiasm on different levels. They are inspired, jam with fellow musicians and at some point, a crowd goes wild. Rijn Vogelaar and James Whelligan talk about these three moments of enthusiasm: The Flame (inspiration), The Flow (jamming) and the Flood (the crowd) and translate them into the business world. Looking at the world through the eyes of a musician will give new perspective on business and the way we do qualitative research.
Big data presents massive challengesbut music, that great human universal, provides encouragement and inspiration amidst uncertainty. Rock musician Olly Nelken and researcher Will Goodhand will explore (and demonstrate musically) just how massive, messy and overwhelming the change has been throughout music's history. Examples such as the journey to the analogue synthesiser, and then to the advent of digital synthesisers show one vital element: the human one. 'First movers' steeped in music composition, like Jean Michel-Jarre, were able to seize moments such as the digital revolution. Was this a position much like market researchers are experiencing now? If we embrace a little mess and experiment a lot arent we the ones uniquely placed to seize the world of opportunities? If not,why not? And if solet's go do it.
This paper envisions the future of insight and sees the walls between quantitative and qualitative research brought down thanks to new digital technologies. A project case study that catalysed decision-making and pushed new strategies within the world's largest record company, Universal Music is explored. The authors describe the project's context, methodologies and factors leading to success, discuss how it fuses quantitative and qualitative approaches and techniques, describe the steps taken to boost engagement with the consumer and the company, and indicate its strengths as an insight model for other companies working in fast-changing creative industries.
The potential of the music-listening behaviour of individuals in designing market research methodologies has hitherto remained virtually untapped. This paper presents a novel method of grouping people in accordance with their personality traits that get reflected in their favourite music. The authors sent a structured brief inspiring respondents to voluntarily convey the list of favourite music tracks they are emotionally attached to. These preferences were quantified by an asymmteric measure to capture musical bonding between any pair of respondents. An inherently asymmetric measure was proposed since no matter how much I like her and consider her likings similar to mine she may not like me as much! A methodology was developed to identify the clusters that exist among the respondents based on the peculiarity of this asymmetric bonding information. Next in order to describe the profile characteristics of a cluster, the favourite tracks common among the members of the resultant clusters were analyzed. For this a 7-step structured analysis protocol called Psychological Fingerprinting was developed. The research finds direct applications in employee profiling to identify their training and development needs, candidate screening for recruitment, identification of core strengths for career counselling, direct marketing, and to consumer.
This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works episodically to engage the viewer, increase the enjoyment of the ad and improve memorability, but it was not as effective in conveying semantic knowledge from the ad about product claims and benefits. Creative use of music can enrich the brand personality by associating mood, tone, and images to become part of the brand image (emotional enhancement).