Strategy Haiku No4
Time passes our goals
No matter how fast we run…
Don’t run out of breath
Proyecto Noesis Int
Proyecto Noesis international blog on qualitative research, semiotics, cultural analysis and social issues
Archive for the ‘ Contemporary Culture ’ Category
Strategy Haiku No2
Innovation is
just a fashion if it doesn’t
open peoples mind
Strategy Haiku No1
Hiring more women
is not enough if they get
an unequal pay
The strategic use of market research 4: time as a change process variable
Lucy: So what proof do we have of its existence? Time gives legitimacy to its existence. Time is the only true unit of measure. It gives proof to the existence of matter. Without time, we don’t exist.
Professor Norman: Time is unity.
https://www.moviequotesandmore.com/lucy-quotes/
In the screen movie Lucy by Luc Besson (EuropaCorp, 2014) the main character interpreted by Scarlett Johansson establishes that it is through time we can realize something exists. Time is the most important variable of the human experience, it is the fundamental reference with which we give meaning to things. The experience of the consumer, of an employee, of a business man, the housewife, the professional athlete, a young millennial or the general business executive in a big city interested in acquiring the last version of the new smartphone are not so different to what happens to business and brands of any type… they all measure their experiences in relation to time… Time is the only element that allows us to see if something has changed, if it became better or worst. If we understand this, the question is: why are we not considering time as a fundamental variable in market research?
The strategic use of market research 2: bias in market research
The struggle of compromising with the research or with the client
We tilt the world to have the perspective we want [The image: Tilt, a series by Brooklyn photographer Romain Laurent https://www.lostateminor.com/2013/03/11/nyc-is-tilting-off-balance/]
Market research has its origins in statistic and social research models developed in the academic field that aimed to learn the process of social dynamics occur. From sociology to statistics, moving along psychology, archetypes, linguistics and anthropology, the business world has used everything at hand to learn the consumers process and hence, benefiting from methodologies that also offer scientific support and valid information. Different to the academic environment (more focused on learning for learning sake), market research has the objective of learning about the consumer and gather the information that may allow for better decision making process. Thus, the comercial environment ads a series of demands like a fast response, lower research costs and action oriented results that have a direct effect on the research process. Some of these effects can be grouped in what nay be called «methodological bias», something that is commonly not considered in the market research field.
The Strategic use of market research 1: Standard and Innovation
Why we don’t always get what we want when using quantitative and qualitative methodologies in market research?
Fitting in the Gaussian Curve Taken from CristinaSpano
Society has constructed a special appreciation for that which is special, for that which is unique and different, that can be considered an «innovation» in contrast with things that seem to be standard and fall in the realm of the majority. The unique and special is seen as having the potential to attract people, it is what in business maybe be considered «revolutionary» in the market. So a usual goal would be to look for something unique that stands out from the common, that stands out from the «normal» and makes a good impact on the market. Brands and institutions frequently request market research firms to carry out a research with the objective to search for differentiating elements that may allow their brand to become more attractive in the market, or at least to maintain it’s relevance.
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Jim Jarmusch: Only Lovers Left Alive
In his last film, Only Lovers Left Alive (2013), Jim Jarmusch has created a rather interesting and moving experience that seems to start flowing through our veins softly but incisively some time after seeing it, or living it… Vampires are with out a doubt and exquisite territory for todays times, our times, ecstatic for all that is dark and mystical, but withdrawn from all traditional spirituality. Added to this, Jarmusch offers a very interesting review of contemporary culture as well as of the social spirit prevailing in such a subtle way, that it takes time for us to recap, comprehend and incorporate a message that, sometimes without us recognising it, is fixed inside of us.
Purity and Miscegenation in Todays Global Village
![[David LaChapelle: Michael Jackson]](https://pnoesisint.wordpress.com/wp-content/uploads/2015/05/lachapelle-michael-jackson-ch.jpg)
[David LaChapelle: Michael Jackson]
On Modern Racism
Our modern lives are strongly related to technology and the transformation of information, that is, the way we handle information and the value we have come to give information as a strategic asset of all sorts. But the fast pace moving technological-information society we live in does not move smoothly, it crashes here and there with social values, believes, habits and life styles that are not fit to the new technological-society concept of “modernity”. We may identify this situations as cultural contradictions that either create a social void or a real conflict. A cultural contradiction may place us directly in the modern developed society or it may throw us back to the realms of underdevolpement. One good example of this is racism, a strong present cultural contradiction of or society.
The Mayas: a globalized ancient culture
First of all, I want to offer an apology to all the regular, eventual and accidental followers of this space for having been absent for a few months. I am back with interesting themes, always regarding todays society and contemporary culture we live in, as well as some market research, so I hope you follow us and spread the news…
…
Recently I assisted to an exposition dedicated to the Mayas in Palacio Nacional (Nacional Palace or seat of the federal executive in Mexico). This exposition turned out to be rather attractive for many reasons. The Mayan culture is with no doubt something that never ceases to amaze us because of it’s development, knowledge, art, language and architecture, among other things. Being born in Mexico, the Mayan culture is not new to me, I had the opportunity to travel to some of the main archeological Mayan sites, but this time, I believe, I saw things in a different way. Some of the objects in the exhibition made me consider that my idea regarding the Mayas was something fixed, not necessary wrong, but rather something that was leaving out many things, as if I had made an arbitrary and unconscious selection of some representative elements of their culture and denied some others.
Where we stand...
This is a space for the opened mind, for the creative and alternative thought in relation to qualitative market research and contemporary cultural analysis. We value a critical but constructive analysis from the semiotic, psychoanalytic, postmodern and contemporary art view of todays society and look for ways to integrate this views to the practice of qualitative research in order to have a better understanding of social phenomena like consumer behavior, social participation, belonging-identity, social media and emerging cultures that influence our world.
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