Social Laboratory is an annual programme which explores a different theme on an annual basis this years theme is 'New Models of Engagement in a Cynical Age'.
The background for 'New Models of Engagement in a Cynical Age' is well illustrated through reference to the Study 'Brands at Risk' (See Michael Hulme - Papers) undertaken in 2010, with survey data from the UK, US and Asia Pacific, only 9% of respondents trusted 'companies to always act in their best interest', a mere 8% believed what organisations said about themselves and only 17% thought organisations took note of what they said, just 5% 'trusted advertising, whilst more than 70% state they always make some form of comparison prior to purchase, a staggering 75% thought companies should take more time to listen. Yet at the same time, whilst undoubtedly new formats are being tried, companies appear wedded to an old style 'campaign' format that owes a lot to last century thinking 'tell' or broadcast as it does to genuine engagement. The 'New Models' programmes examines new models of customer engagements asking, how should organisations 'talk and engage with people', what does work, what should work if executed better and where are we going, what is future customer behaviour likely to respond to/with in the future and how should companies structure and skill themselves to build a new 21st century relationship with their current and prospective customers?
Social Laboratory will draw on new specially commissioned quantitative and qualitative research, secondary research drawn from international sources, case studies and expert and practitioner examples. This work will be set in a broader context based on our extended social and technological/media change trends work. The outputs will be through both produced materials and workshops.
In addition we are looking for the active involvement of a group of organisations engaged in this project; there will be extensive opportunity for input and practical thought. The number of organisations involved will be limited. For more details please contact us directly.