'Insight as Art' - hosted by The Sound
On Thursday 12th February some of the team headedto Clerkenwell for an event held by fellow research agency The Sound. The evening, entitled ‘Insight as Art’, comprised of drinks and a photo exhibition as well as a lively panel debate.
Before the debate we were able to take a look at the photography, an exploration of ‘Generation Edge’ in which young people were asked to submit images that represent their world. In case you’re wondering ‘Generation Edge’ comprises of those born between 1995 and 2015 and follows on from the Millennials generation who are now aged 21 to 34.
Generation Edge (or Generation Z as it’s also known) is thought to be savvy, cynical and independent. They’ll expect less support financially and emotionally from their Gen X parents than Millennials did from the Baby Boomer generation, and are prepared to fight for their place in society. They have grown up alongside global fears of terrorism and climate change, but are also expected to become adults during a period of renewal.
These characteristics were very much reflected in the exhibition, with photos depicting loneliness, exuberance, cityscapes, landscapes, technology, friendship and violence. The fact that photography was submitted from the UK, India, Canada, and the US also added an interesting perspective to the work, illustrating the ways in which many of the concerns and aspirations that Gen Edge face are widespread, whilst others differ greatly.
After exploring the exhibition, we were invited to watch a panel debate on the ‘Insight as Art’theme. Topics raised included:
· The concern that use of video as research output might encourage ‘style over substance’
· The extent to which clients should be able to draw their own insights from outputs rather than being told them by the researcher
· How big data can be used usefully and creatively, perhaps alongside ethnography
· The role of research in exploring the disparity between how people present themselves online and how they really are, and whether this disparity is growing
Comparisons were also drawn between documentary film makers and researchers: In both cases the aim is to present a certain perspective in order to provoke and inspire rather than remaining clinically objective.
Thanks to The Sound for inviting us to an evening that was both fun and thought provoking!
