one of the biggest challenges and opportunities we face is bringing to life our collective understanding of people in meaningful and engaging ways. beyond the demographic, beyond the observation or statistic, beyond the quote or the screen-grab ...there lies insight and understanding of people (I nearly typed consumer there) that inspires, influences and dictates the best of what we do.
its awesome then to see such interesting work emerging from the boys at BAMM, who sent me a note describing what they'd done for Nokia in Africa...
"As part of an international project for Nokia we looked at bonding behaviours in different cities across Africa, Asia and Europe. The team spent a week with a middle-class family in Lagos. We observed, interviewed, photographed and filmed Amaka with her extended family. We were guests at the naming ceremony for her eight-day old baby, which gave us better insights into how her community bonds."
in a world where more information about more people is more available all the time, experts who can go somewhere, experience a place in time and the people within it, and return with valuable, genuine and actionable insights about what they saw and heard becomes increasingly valuable. whenever I see what these boys do I redouble my own efforts to go beyond the observations and stats and mine for myself the insights that make our communications as meaningful and effective as they deserve to be. brilliant stuff.
you can see the video of what BAMM did for Nokia here