Your product isn’t important

In 1974, the Institute of Practitioners in Advertising wrote Testing to Destruction, a critical analysis of the disparity between market research and real behaviour. Below is an excerpt, an anthropological fiction. A story informed by research that looks at how a customer interacts with a product and it’s advertising.  Ignore the blatant sexism (it was written in… Continue reading

7 scientifically-proven methods to improve creativity (apparently)

If you’re skeptical about a psychologist’s capacity to measure creativity, you’re not alone. In my opinion, creativity can’t always be measured by someone’s ability to come up with novel uses for a yoyo, brick, candle, or something of the sort. However, this hasn’t stopped thousands of psychologists focusing on the science of creativity. With a healthy… Continue reading