For my part, I love research. I am able to delve into the macro and then the micro of many extraordinary industries, products and ideas from the perspective of both client and consumer. I’m looking for both practical solutions as well as emotional reach. It’s stimulating, interesting, and can be intriguing. As I invest myself into each new area, and with each project, I grow and learn on many different levels. The greatest reward for me is in the work itself.
The mission sounds relatively simple: “translate trends into solutions.” Conjuring up new ideas for diverse clients — from mobility products to travel or hospitality…my work requires an awareness of everything going on around that product. So I start with immersive research and develop a deep understanding of the project. Innovations in industries that seem to be unrelated may contribute or directly/indirectly influence the outcomes.
Once I have a feel for the industry and all the factors that influence and sway it’s market, I delve into new products and trends that may not have yet had an impact, but we know they will ultimately surface.
I like to stay ahead of that game by perpetually researching and exposing myself to trends in the marketplace even when I’m not working on a specific project. My eyes and mind are continuously wide open absorbing inspired, fresh ideas from many sources… for future reference. As an example, I love the “reality” show Shark Tank to see how other people come up with ideas and how they grow those ideas into products and services, typically marketing, producing, distributing everything themselves.
I scour the Internet for trends — Bloggers, Magazines both print & online — I love Fortune Magazine, travel magazines, Chalkboard, Wall Street Journal, Books… I search and see where it takes me.
Sometimes, it’s not where I’m going, but where I’ve been that I’m able to reference.Previous travel may translate well for projects relating to European hospitality & style, or ski resorts (I’m an avid skier). I draw on my personal experience, first hand knowledge of geography and the cultures of the places I’ve been. Recalling the sensations from visual to smell, foods and city noises, or sway of the breeze may be more important to my input and outcomes as are the other sources of research and information.
I also like to drum up the nuggets nobody has thought of or seen before. That can only come from being acutely aware of what has been or is being done currently.
Once I’ve developed an initial point of view, I need to find a way to summarize and communicate my vision and ideas to the team. Regina Rubino set up “Mood Boards”, we source photos or pictures that we've snapped ourselves “in the moment” and use for internal presentations.
This is the first round…
Everybody on the team comes together with their input and perspectives, it’s discussed and the direction of the project reveals itself through the process. We might go through this process several times. We continue until we’ve given breath to the final presentation and it is charged with it’s own energy and life.
While lengthy and contemplative, it is this process, that provides the most inspired, holographic and multi-sensorial outcomes. I find that it’s also the most rewarding métier in the field of marketing and design.
~ Kathleen Lamphere
{to be continued…}
