Example

Reflection - Learning Launch

Challenge & Selection

I am a member of the Art Direction of an advertising agency and at one point
we had a challenge (which looked more like an iceberg to be broken /
stoned). This challenge arose through one of our Textile customers, who
questioned us about the insignificant impact on their sales even though they
increased their investment in various impact media.
Even with a plethora of data and "supposed" knowledge from the target
audience, we have come up with shorter and cheaper test methods. The
challenge then was to take an entire team (which involved art, service,
planning, etc.) out of their comfort zone and leave tangible and satisfying
results sought to keep such an important customer with us.

Application

Through the studies I managed to put into question an ethnographic research
to know who our true audience was, what he was looking for, what were his
fears and his objections, among other doubts. With the total opening of the
client and together of my team, we selected 10 clients to whom they were
visiting the textile store and we interviewed them. The entire team knew the
challenges and openness of just listening to what the respondents had to say,
without influencing their arguments.

Insight & Approach

Well, that was just incredible. Synchronization and the search for a solution
was something I had never experienced before. With the cross-referencing of
ethnographic data, we identified the major objections to the product, myths
and even the dreams of these clients in possessing an ever beautiful and
elegant bed as seen in movies and soap operas.
I then produced a Canvas from the whole series of interviews, thus
generating a huge surprise on the part of those involved, since the data that
we had previously in hand, no longer represented who we thought.
The result could not be otherwise. Through new media using educational
videos, our client had an expressive organic increase in search for purchases
and the exponential increase in the engagement of his audience with his
brand.
Now the whole team has reviewed their work, abandoning everything they
thought they knew about that particular client. This new tool has enabled the
team to be more accurate and test ideas more quickly and efficiently.
This course opened my mindset, making me a determined person to test and
learn, to go on the field even if it fails. Everyone involved is happy so I will be
forever grateful for learning.