Lucid

Lucid Insight, brand and innovation consultancy with a reputation for clarity and smart strategic thinking

'Why' isn't really an open question, so it's not helpful in research. Here are 4 reasons it's a problem and 4 ways to de...
22/02/2024

'Why' isn't really an open question, so it's not helpful in research. Here are 4 reasons it's a problem and 4 ways to deal with it

https://www.linkedin.com/pulse/4-reasons-ask-why-maddy-morton--kcn8e

Quant is about the what and qual is about the why, right? So it might seem odd for someone who works in qual insight to say: ‘don’t ask ‘why?’' But just because we want to know why doesn’t mean we should ask why. Open questions are the mainstay of qual, but we’d argue not all in the offi...

This made us laugh. Beware of generational target definitions because, according to BBH Labs, generations are less cohes...
05/02/2024

This made us laugh. Beware of generational target definitions because, according to BBH Labs, generations are less cohesive than Guardian readers, introverts and even PEOPLE WHO FLOSS 😂 The most cohesive are FT readers (quelle surprise), shortly followed by people who work in marketing 😂 😂

On a more serious note, it's also useful food for thought when thinking about how and why we define insight samples, arguing for less focus on age-related criteria and more focus on attitudinal considerations

https://lnkd.in/eF5BAZEF

Dear target persona, it's over. It's not you, it's me. I now know that you're so much more than GenZ Joana or Manager Mark, the thrill-seeking accountant who… | 56 comments on LinkedIn

This is an interesting list from the world of forensic science, of ways to spot that someone is lying (parents whose kid...
30/01/2024

This is an interesting list from the world of forensic science, of ways to spot that someone is lying (parents whose kids say ‘it wasn’t me who ate all the cake’, take note of no.8! 😀 )

Some remind us of just a few of the things we're conscious of when running insight sessions, because what people say might not be what they’re actually thinking and feeling. For example:

🎭 Non-congruent gestures

As the article says, if a person says yes but shakes their head, it may indicate that they’re not telling the truth’. We rarely see anything as obvious as this in groups; more often it’s a subtle thing. They say they like something but their body tells a different story. There’s a wrinkling of the nose. A distracted or a downward look. Or the energy in the room is just….. flat

We need to be alert to these things, challenge them (nicely!) if need be and find other ‘ways in’ to the truth that don’t rely on speech. Hence Lucid’s love for multi-modal, non-verbal, movement-based and spatial tasks

😷 Not saying enough

When people are speaking their truth in a way that leads to insight, there’s a flow to it. In an ideal world, they’re speaking almost as if to themselves and it’s like we’re not even there (which, of course, is why Freud favoured clients not even being able to see their therapist).

When people don’t have much to say, we need to help them connect with their reality and express it in a rounded way. This is why Lucid uses ‘clean questioning’ to help people access deeper levels of their feeling, story and meaning including the visual and verbal metaphors underlying and driving their experience of themselves, the world and brands.

To hear more about how our methods can deliver better, deeper insight that challenges the say:do gap, DM us or contact [email protected]

https://lnkd.in/eW8359VB

The quote below is how Lucid’s client Florence MORNAT at Shiseido describes the benefits of the work Lucid does in colla...
15/01/2024

The quote below is how Lucid’s client Florence MORNAT at Shiseido describes the benefits of the work Lucid does in collaboration with semiotician and cultural analyst Dr. Nick Gadsby (whom we just announced has become a Lucid Associate).

The project for Shiseido explored which of a broad range of brand assets produced in Japan, EMEA, US and locally would most resonate with UK consumers.

Our ‘Double-Helix’ approach delivered a deeply detailed set of insights combining the bigger cultural picture of the meaning of premium skincare in different markets with a granular understanding of different personas and a clear set of practical, visual and messaging guidelines that could be used to grow engagement with the brand in the UK.

Florence, Nick and Maddy will be presenting a case study of this work at the MRS Semiotics and Cultural Insights in Market Research Conference on 1 February

https://lnkd.in/ePk32mcM

Message us if you can't make the conference but would like to know more

We are excited to announce that semiotician and cultural analyst Dr. Nick Gadsby is now an official Lucid AssociateWe’ve...
10/01/2024

We are excited to announce that semiotician and cultural analyst Dr. Nick Gadsby is now an official Lucid Associate

We’ve developed an approach that combines qual with semiotics in a seamless, unified way throughout the process, like a Double-Helix, giving you:

🌍 a more fully-rounded perspective
🧠 even more brainpower
👬 double the input in around the same amount of time.

It works brilliantly for topics with a strong visual and / or cultural dimension like packaging and brand identity, brand assets and visual-heavy comms.

If you’d like to know more, message us here or email [email protected]




Interesting observations here from Ren (Brighton's best and brightest musical genius) on ‘mirror neurons’Great advice wh...
13/11/2023

Interesting observations here from Ren (Brighton's best and brightest musical genius) on ‘mirror neurons’

Great advice when performing or presenting, and very useful for us insight people too

We all know that people feeling the same way will tend to match each other physically. What’s fascinating about mirror neuron activity is that it works the other way too - if you match someone physically you can actually start to feel what they’re feeling

One of the reasons IRL insight sessions can get us more

https://www.facebook.com/reel/1025262462104638

For evidence of the genius that is , check out

https://www.youtube.com/watch?v=s_nc1IVoMxc

True insight in action by our client the National TheatreNot only did they commission PROPERLY joined-up qual / quant  i...
17/10/2023

True insight in action by our client the National Theatre

Not only did they commission PROPERLY joined-up qual / quant insight, they REALLY listened to what audiences were telling us, and were prepared to act. Fast

https://lnkd.in/eEhcPbkq

Comments on X show how these new early performances answer a need:

🗣 "YES!!! we want this, we need this"

🗣 "This is magical - would make such a difference!"

🗣 "Oh, this would be good. It’s always a worry, trying to make sure I can catch the last train home when the trains are so often cancelled, it’d be good to have some time to get home before it’s too late"

https://x.com/whatsonstage/status/1714225833362022685?s=46

The process and ideas were the result of a big and constructive collaboration between many teams at the NT, working with Lucid and Baker Richards

Well done to all involved



https://lnkd.in/ekCaeE4y

'Don't think about a yellow teapot'Lucid's Maddy Morton on the importance of using language carefully in research and in...
14/09/2023

'Don't think about a yellow teapot'

Lucid's Maddy Morton on the importance of using language carefully in research and insight work

https://lnkd.in/gX_y2ypq

We are loving the chance to debrief face to face these days - so many benefits 😍Lucid's Kay Armstrong writes about it he...
07/09/2023

We are loving the chance to debrief face to face these days - so many benefits 😍

Lucid's Kay Armstrong writes about it here: https://lnkd.in/e_nTkMVK



Image: Meeting Vectors by Vecteezy

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