Real Life Explorations

We use stereotypes and data to make assumptions about target groups. We couldn’t survive in modern marketing without quantitative studies – fair enough. But to successfully explore and uncover Human Insights you must take off your blinkers and start seeing the world through their eyes.

No, I’m not talking about interviews in which five completely unknown people sit behind a glass wall mirrored on one side, as if they were being interrogated. I’m talking about getting inspired by real people in the real world. Kevin Roberts: „If you want to know how a tiger hunts, don’t go to the zoo. Go to the jungle.“

You can only empathize with people if you immerse yourself in their world. That’s the reason why I’m such a huge fan of Real Life Explorations: I share the target group’s everyday life for a while. I drive to the office with the businessman in the electric car, I accompany the family going Black Friday shopping, and I accompany the action freak with his action cam on his daring outdoor adventures.
I live the life of the target group to generate authentic insights and inspire creative people with real stories from real life.