Example Reflection – Learning Launch       Challenge

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.

Selection

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 hug 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.

