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Paul Marsden

How to “Be More Human”

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As an agency that believes that the future is human, we at Brand Genetics are enjoying Reebok’s 2018 latest ‘#BeMoreHuman‘ campaign starring positive female role models, including Ariana Grande, Gal Gadot (Wonder Woman), Gigi Hadid, Icelandic CrossFit star Katrin Davidsdottir and others. But what does #BeMoreHuman mean?  For Reebok, it means being the best possible version…

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Speed Summary: Sapiens – A Brief History of Humankind

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Sapiens: A Brief History of Humankind Author: Yuval Noah Harari Publisher: Harper Publication: 2014 (2011 in Hebrew) What does it mean to be human? In a sweeping narrative spanning two and half million years of human evolution, Israeli historian Yuval Noah Harari weaves insights from science and the humanities together to answer to what it means…

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Speed Summary: iGen – Why Today’s Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy

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iGen Author: Jean M. Twenge Publisher: Atria Publication: 2017 How do brands connect with Generation Z, the latest youth demographic emerging into adulthood? Here are seven evidence-based insights from Dr. Jean Twenge – a leading psychologist specializing in generational differences – from her latest book iGen. Sandwiched between Millennials (also dubbed Gen-Y) and the new Generation…

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Speed Summary: Wired to Care

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Wired to Care: How Companies Prosper When They Create Widespread Empathy Author: Dev Patnaik Publisher: Pearson Publication: 2009/2014 Human empathy will make you a better innovator. Step into the shoes of your consumer and innovate from their perspective is the not so secret innovation secret of companies such as Nike, Pixar, Netflix and IBM. That’s the…

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The Three Things that Make a Great Insight

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What makes a great insight? Well, there a radio show for that.  Tune into Freakonomics Radio (the radio channel for behavioural economists – yes it exists) and you’ll find the three criteria for a great insight. Tell Me Something I Don’t Know is an insight quiz show hosted by Freaknomics author Steve Dubner in which researchers share…

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Three Simple Empathy Techniques for Qualitative Research

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Empathy is experiential insight and it’s having a moment. Business leaders, political leaders and entrepreneurs all say we need more empathy – the ability to step into someone else shoes to feel and experience the world from their perspective. We call it shoe-shifting.  But how can qualitative researchers harness empathy to generate insight?  Here are three simple empathy…

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Amazon Buys Whole Foods for $13.7bn: What it Means for FMCG

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If you’re in FMCG, say hello to your new boss.  Amazon’s Jeff Bezos. Today, Amazon didn’t just take over Whole Foods for $13.7bn. The world’s largest online retailer effectively also took over FMCG / CPG (fast moving consumer goods/consumer packaged goods). By buying the premium supermarket chain, the world’s largest online retailer will now set…

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Speed Summary: Well Designed – How to Use Empathy to Create Products People Love

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Well Designed: How to Use Empathy to Create Products People Love Author: Jon Kolko Publisher: Harvard Business Review Press Publication: 2014 Here’s how to use empathy to create products people love. Generate empathy insights. An empathy insight is an insight (an unexpected shift in understanding (that explains and predicts behaviour)) that focuses on how people feel and…

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Speed Summary: Against Empathy – The Case for Rational Compassion

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Against Empathy: The Case for Rational Compassion Author: Paul Bloom Publisher: Ecco Publication: 2017 Are you a good “mindreader”? Empathy techniques for reading the minds of consumers are becoming increasingly popular in insight, innovation, and design. Despite supernatural overtones, mindreading is perfectly natural and one of two defining characteristics of the human capacity for ‘empathy’ (a term coined…

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Pre-suasion (Speed Summary)

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Pre-suasion: A Revolutionary Way to Influence and Persuade Author: Robert Cialdini Publisher: Random House Books Publication: 2016 The most valuable commodity of the 21st century is attention. Although attributed to investor and philanthropist Esther Dyson, this insight is subject of Robert Cialdini’s new book Pre-suasion. ‘Pre-suasion’ is the art of influence by capturing and channeling attention. Rather than…

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