1. If Yoda Was So Smart, How Come He Can’t Talk Properly? [What the FBI taught me to make better and more effective communication]

2. My Title Was Better Good Research Can Be Bloody Murder [What the FBI taught me to make better and more effective communication]

3. WARNING : I Swear Like A F**king Trooper

4. [Because Of Time Constraints] There Will Be Sweeping Comments]

5. But First …

6. You Need To Know I Am A Big Believer In Research [In a World of uncertainty, it gives clarity, direction and warning]

7. But It’s Not Perfect … [Research has been behind some of the biggest marketing mistakes in history]

8. 1. People Change … [Truth is relative to time, situation, experience and culture]

9. 2. World Change … [‘Acts of God’ can change how cultures think/behave in an instant]

10. 3. Capability Change … [Quality of information is directly linked to quality of person/process]

11. 4. Methodology Change … [Different processes achieve different results]

12. 5. Focus Change … [Commercial pressure is influencing companies attitudes, decisions & actions]

13. [We start embracing conservation rather than liberation] Which Means Research Is More About Clues Than Facts.

14. Our Role Is To Fulfill Our Clients Business Goals … [Both short and long term]

15. … but …

16. 1. Companies Are Petrified Of Slipping Up … Both Internally & Externally [Which is forcing research to become more narrowly focused or even worse, not updated as well or as often as it should]

17. 2. The Asian Value System Means People Express Themselves Via Group Validation & Acceptance …

18. 3. Brands Are Becoming More And More Similar In All Aspects Of Their Consumer Facing Output … [Brands want to be different, but like everyone else]

19. 4. Consumers Aren’t Very Interested In What Most Brands Have To Say … [They’ve heard it all before and have the technology to evaluate what companies say with independent judgement]

20. Restriction Versus Liberation So how can we positively differentiate my clients brands when so much of what they want is the same as everyone else using research that is often too category specific and/or no longer relevant? [ Communication Market Research ] [ What Clients Want Us To Do ]

21. The Power Of Forensic Research [or, how circumstantial insight can liberate research and brands]

22. It Has Nothing To Do With Him!

23. How A Documentary Changed My Way Of Working Forever … [A brief history of forensic profiling]

24. Finding The ‘Trigger’ Through Hint And Hunch … [Actions, history and background speak louder than words and promises]

25. Next Steps / Questions … Look At Culture & Life, Not Just The Category Habits

26. Brand Category Culture Code [inc. lifestyle / life stage] Economic Health Media Amplification Entertainment Influence Spending Obsession Other Any hunch must be independently validated, liberated or exterminated

27. How September 11 th Changed The Meaning Of Valentines Day …

28. Click Here How Technology Is About Humanity Rather Than Future …

29. Stopping Capitalism From Destroying Families ...

30. Designing A Moped Around A Country …

31. [Trim Trolley / Environment / Computers For Schools / Peeled Oranges]

32. The Power Of Forensic Research [or, how circumstantial insight can liberate research and brands] This isn’t about replacing traditional research, it’s about enhancing it. It’s about finding ‘unexpected’ relevance between life, culture and brand. It’s role is to liberate companies rather than keep them where they are. [The purchase decision is influenced by multiple factors, many outside the brands control] It can ensure relevance to a campaign even if the core research was conducted months previously. The banking industry have used similar thinking for years, except theirs is configured for investment management/opportunity rather than customer focused communication. [Culture Code: How Nescafe sold coffee to the Japanese]

33. Questions … [Be quick, I’m bound to have run over time]