More out and about - London: Swinging Sixties?

Spotted this sign on the way back from the creative geeks drinks at The Endurance, and thought it was a must have addition to the blog. I'm still having trouble remembering if it's the Endurance or the Endeavour but there's only one pub on Berwick street market isn't there? Going back a day or two I saw this while out and about with Charlie the other week.


You can't beat a bit of complex pipeworkery can you? Yahoo Pipes should sponsor this immediately. Is anyone using this yet on a regular basis.


And looking upwards a bit, The Gherkin is definitely the 21st century archictectural landmark of London. You can see it all the way from Brixton, and features in that brilliant 'We live in Financial times' poster which is so so true.


More Creative Geeks action down The Endurance. Curiously we were talking about Tunng during the day as a friend is touring with them around the States.


Dead insect came along which is great because Anthony is just brilliant, a creative and digital planner bursting with ideas and now working freelance around London after a few years at Glue.


And Fiona tipped up with her boyfriend Richard of Creative Apes. I heard she has started blogging again which is always good news to hear. Fiona is half Indonesian and half Scottish. Quite an exotic creature, and a really nice young lady too. Keep up with the Blogging Fiona!


And no get together is a proper one if Sam the man from Adlads and Adgrads doesn't turn up. Check his Ali G impression for off the cuff grown men knicker wetting. Me like very much....Don't say I didn't tip you off about the headphone look Sam :)


And not many days later there was that Octopus twitter from Johanna and Amber. Later that day Richard and I came across this at an art gallery exhibition opening in Shoreditch.


Proving some trends are Global, but the piece that looked most provocative was this


Then we popped into The Owl & The Pussy Cat confirming my suspicion that I think is about to burst on a wider stage, which is a sixties revival in London. There was even a Beatles mop top haircut in this pub. Don't say I didn't tip you off about that swinging sixties revival first, although my friends tell me that Beijing is closer to the real thing for atmosphere; now that drugs and sex are quite common over there. I'll be clutching my Gideon Bible close to me at all times then :)


The next day Richard and I took a stroll around Lewisham where we noticed this incongruous couple from the bridge crossing the river.


I have no idea what the scooter and the pineapple were doing there but it felt like the start to a great novel or the middle part of a Morse episode. I should at this point include a clip of Richard playing in his band The Rank Deluxe from the night before. They play 'sewage music' according to their site. Gulp!

This clip is on the N95 again (as indeed is all this photography/video) and I think its quite good for the conditions although the sound recording is terrible. Not bad for a phone though.

I've always been fond of markets. All around the world if you want to get a feel for the people and skip the tourist hot spots, just get down to the market and you'll figure out quickly enough if the natives are good or not. I really like these old carts which still serve their purpose in the 21st century and have loads of character. Here's my local one packing up that saturday night.


I'm slowly but surely catching up with the media files on my camera and I expect very shortly to be blogging pictures and video that are almost real time. Which should make my posts a bit more interesting than this one.

From The Heart Not The Head - Research In Asia

Cybretron

Not so long back I was doing a depth research interview with an Asian pharmaceutical salesman at a hotel in the Hilton at Gatwick Airport. It was like pulling teeth. The ethnicity is relevant in this instance because of an opinion I’ve held for some years that I believe Western research methodology imposed on Oriental cultures is deeply flawed.

It made me remember a topic I've been meaning to post about and which might be of interest to international planners, and also I'd like to open up the debate on research methodology.

I first began to think about this some years ago because I was having a chat with the MD of a research company in Asia who said something that stopped me in my tracks. When I raised that the respondents in the focus group were very reluctant to speak, and could he think of ways to stimulate discussion he responded without hesitation, ‘use a cattle prod'.

At the time I thought this was quite a cynical view coming from a research professional that we had commissioned, but over the years I've regretted not changing the company immediately. The recruitment was bad, the research was bad and the reporting was bad. I guess I’d been warned from that off the cuff comment but wasn’t listening properly.

‘Any road’, as they say in Coronation Street. I got thinking about the whole methodology of qualitative research in Asia because of this interview with the pharmaceutical salesman. Early into the process the respondent’s behavior was guarded at best and more often not, just plain evasive in a garrulous way. I sensed that all the answers being giving were measured and unforthcoming for a strong reason. He refused to say anything negative about the organizational structure as if the discussion were a test, or a job interview.

Not content to go though the motions I tried to think of another way, because there is a propensity in Indian culture to use talking as a means of stalling for time to to think about the answer that is wanted. Often it’s an over compensatory willingness to be helpful on their part, although it achieves the opposite effect.

I tried an alternative approach, which was Socratic in so much that I waited for a clear contradiction of an earlier statement, and then asked questions that made this self evident to the respondent. Not normal interviewing technique but I’m glad I persisted.

People are contradictory by nature, Buddhism teaches us that nothing is permanent and that I'm afraid also applies to truth in a temporal sense. I hit jackpot when like a sudden tropical downpour the real stuff began to pour out of his mouth. I grabbed my pen and began madly scribbling down verbatim as much as I could get. It was priceless feedback. The respondent addressed the imbalance by being extra truthful and I realised from that point onwards he was talking from the heart and not from the head.

Getting to this point in Occidental cultures is no easy task but with a stranger in Oriental cultures, even within a validated research environment is not working with Western research methodologies. The hierarchical nature of their society, the desire not to stand out or be the exception to the rule, the value place on guarded responses that is instilled from birth all contribute to much research in Asia as little more than worthless. All the more frustrating because many research professionals in those countries, by their own cultural values are conditioned not to question the validity of the methodology. The evidence for this assertion, is the non existence of indigenous research methods in this part of the world.

Of course there are exceptions to the rule, but they are few and far between.

So what is the solution?

We now know that location based and user research, such as ethnography, is much more revealing than the sterile environment of a research agency or conference/meeting facilities or a hotel.

Here are some more suggestions that I’d urge the research industry to consider urgently in this amazing part of the planet.

Focus groups – Set up respondents to CONNECT with each other before hand, either through a moderated media like instant messaging or a more laissez faire approach like a Facebook group, allowing them to develop bonds about who they are, what they do while letting them reveal a little of their personality.

1. Depth interviews – Let the respondents get to know their interviewer through a Blog or an updated page on the website. Encourage them to join the interviewers twitter circle, an easy thing to set up for a work profile that fosters a sense of intimacy.
2. Use the low cost of doing business in Asia as a powerful follow up tool. Do focus groups that use stimulus material such as visual boards and if the first round is inconclusive, then get the creative team to work on them further and dispatch them to the respondents by COURIER for further discussion over the phone.
3. Take hard to find high income business leaders to a high end restaurant and use the occasion as a forum for them to network before moving onto the topics that the research has been commissioned for. Give and you shall receive.

I could go on. In this age of ubiquitous internet the ability for people to develop the trust that is needed to speak from the emotional heart, rather than from the rational head which is culturally conditioned to be reserved opens up opportunities that research companies need to embrace. I’ve spent far too many research debriefs observing the interested parties (anxious clients and ‘wannabe creative’ researchers) using qualitative research as mini quantitative tests. Its time to listen to planners again and be a little more creative about how we problem solve.

Real or not real?

Charlie Gower over at Tantramar and I visited the Ephemera fair a few weekends ago and it was brilliant. Lots of classic printed material such as in-flight magazines from the 50's or telephone marketing from the 1930's and more. We met a bunch of faces we knew including Cookie from Made In England, who I recognised by his mustache as you would expect. I also met the fine chaps Rory and Mark from Fairbrand who kept us company down to Brick Lane after, where Charlie and I were up for a curry. I like this area of London at the weekends.

In the restaurant Charlie pulled out his fake hand waving act which I managed to catch on camera. You gotta be quick as Charlie only does this on special occasions. Is it real or not?

Then we ducked into Rough Trade Records to check out the latest DJ Kicks by Booka Shade who I'm usually nuts about, but on this occasion it wasn't floating my boat, particularly since that DJ from the lost weekend pointed out that Booka Shade is (slow drum roll) 'slow Trance' (Gulp). Fortunately the Pan Pot Panorama were working their magic so that compensated nicely.

By the time we bailed out of Rough Trade, it was looking darker and feeling even more vibrant at night. This part of London is seemingly fully loaded with Japanese and Koreans, which suits me just fine. Or at least appeals to the Orientalist in me.

It wont be long now but London really is a special city as I hope this quick panorma over the Thames suggests. I'll miss it no doubt, but only in the same way that old friendships are always enjoyed so much more after some time away. If indeed I will ever really come back. (Cue sentimental music)