Culture: Insight's third space - Conducting and integrating cultural analysis to drive brand value

Julie Curphey, Andrew Dexter and Leanne Tomasevic
Pfizer and Truth, UK

DO NOT ONLY ASK WHAT CONSUMERS WANT, BUT ALSO WHAT CULTURE WANTS

There are two key spaces in the world of commercial insight – “the consumer” and “the brand”. We conduct studies that tell us how people think and feel; we have commercialised the observation of behaviour; and we touch on culture via semiotics, ethno, trends and futures. Culture is the “third space” of research where shifts in cultural surround influence and shape peoples’ beliefs, feelings, and behaviours, but it is not well integrated with consumer-centric research approaches. This work tends to exist in sub-disciplinary silos, without a consistent unifying framework within which to conduct and integrate cultural analysis.