Our Co-Founder/Director of Strategy & Research Kate Canada Obregon has written extensively about the power of data in helping brands to better understand and connect with their audiences in authentic ways.
Agency Post recently profiled Kate on the marriage of social science and research in Oishii Creative’s work for both design and brand clients.
Here’s an excerpt:
Should creative ideas always be based in research and data? How does this foundation provide brands with a more impactful strategy or campaign?
The best creative emerges from a conversation with qualitative and quantitative data sets. I like to know the facts and the big picture that numbers can readily tell us. With that said, numbers do miss the subtleties of opinions, perceptions, and desires. This is where semiotics, ethnography, or other social science methods are extremely valuable tools. The best campaigns I’ve worked on are those where I’ve been able to dig deep into all sorts of data and turn up something unexpected and new. These campaigns end up being the most timely and talked about beyond a quarterly life cycle or the next ad buy season. I like partnering with clients who want to be relevant and let the research lead them beyond trends and into real meaning and relevancy. Audiences and consumers want this, too.
Check out the full interview here!