23rd August 2022 | 1-6pm BST | Central London
A half day seminar learning new, ‘gonzo’ techniques for developing insights and ideas.
What is it?
A whole afternoon of in-person training, learning about ‘gonzo research’ - a series of practical and inspirational techniques for coming up with insights.
‘Gonzo research’ is a key part of everyday briefs, of pitches, and just of being a good planner.
This half-day interactive session looks to equip planners old and new with some sleeves up, hands-on techniques that go well beyond Google.
You will spend time in a meeting room learning new theories and ideas and then you’ll go out into the world to do an exercise outside the classroom to apply what you have learned and come back with insights to share and discuss.
It will be informative, inspiring, and most of all fun.
There will be discussion and feedback.
You’ll get the chance to work with other planners, and then get to know them over informal drinks at the end of the day.
Who is it for?
It’s primarily for more junior planners and strategists who want lots of new ideas and ways in for writing briefs, dealing with client requests and answering questions that require new approaches and ways of thinking. It’s also a great chance to meet other planners and network as you will be doing some work in teams and there will be a social get together at the end of the day.
What will it cover?
Insights principles and process
A quick tour of the main insights disciplines
Demystifying research techniques
Gonzo Research techniques you can use:
Dynamite Desk Research
Smash and grab quant
Putting it into practice – we will break into teams, and go off on Insight Safari
Taking a simple brief, we will apply some of our newly learned techniques
Come back and share our insights, and our reflections on the process
Who is running it?
Oli Feldwick, brilliant planner, thinker and teacher, and Head of Innovation at The&Partnership will lead the workshop.
I was, perhaps, destined to end up in advertising. Son of a planner and a qualitative researcher, my early years were spent watching ad-reels instead of postman pat. This was followed by a wasted youth of computer gaming, programming and tinkering. And then jobs in research, digital and integrated agencies. Now working at The&Partnership as Head of Innovation. As a Philosophy graduate, I worry about the ethics of advertising and think the industry is at an important turning point with digital marketing. I explored this theme in my 2016 Admap Essay, "The Uncanny Valley of Personalisation", which explored the pitfalls of personalisation in advertising and how to avoid them. I have since written a Dissertation for the IPA Excellence Diploma on “Unleashing Cyborg Creativity”. I also like trains, obscure walking tours, police procedurals and buying books that I will never get round to reading. I also cook a fabulous bolognese.