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Reflection on Mind mapping

I chose to reflect on mind mapping because having learnt that it can help people organize and stablish  connections and relations between elements that would have not been identified otherwise. Besides, It  can shed light into the way someone’s mind work and function as a shared ground to make sure  everything is understood. I used this approach to create a systematic understanding of the new  consumer group we are approaching for a future marketing campaign for a global brand. This target is  just recently gaining importance for the market and there have been several studies trying to uncover  the hidden truth behind their interests and choices, but most of them are based on a global audience  and we needed to tailor those findings to the local market.

Application

The first step was reviewing all the literature written on the target audience and compare and contrast it  with the data from the local market. Upon completion, it was clear that the findings could be easily  organized through a mind map that comprises information from every document available. All sources  described the same characteristic aspects of their personality and the different data that each study  provided a new part of the whole picture. In order to describe the target’s personality, I discovered the 6  pillars that rule over the decisions of our target. This couldn’t have been possible without the aid of the  mind map that put ideas clearly into the paper for others to visualize and understand.

Insight

Everything found in research papers and creating correlations with the knowledge we already have  surrounding the brands moments of consumption, the human truth that has helped to build their  equity, the learnings from our previous campaigns and our cultural understanding of the market. Having  such different variables makes it difficult to have a complete view of the problem, it increases its  complexity and as a complex problem requires a complex approach such as explained by Edgar Morin’s  theory.

Approach

I used both methodologies, (the complexity theory and mind mapping) to approach and solve the  problem and view it as a complete system with sets of subsystems that influence each other. None of  the elements found within the mind map exists by itself, just like none of our thoughts exists  independently, but the relations are not obvious until after drawing them into a map.

The first thing to do was to identify the main components, then identifying the secondary elements that  have connections with each other. After that, it was clear which elements needed to be next to each

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other in the mind map and explain the systematic nature of the way the target chooses to live it’s life,  the logic behind the diversity of interests that drive them. Then, looking at the outer edge of the mind  map we could identify concrete representations of the target’s passion points. Furthermore, we could  follow each of the paths and connections to create endless combinations of passion points to keep the  campaign going for as long as we needed it to.

