Summary
Intro
Thought leadership, at its best, has more impact than any individual project. It can travel across brands, categories, markets. What if a piece of insight-led thought leadership could influence not just 1, but 100+ clients?
This is the story of 'Experiments in Living: The Dwell Arena'.
We believe this study deserves the MRS Cultural Insight Award for three reasons:
- The innovative approach – our process was collaborative, multi-methodology and global: from ethnography with extreme consumers, to interviews with academics, experts and brands.
- The commercial outcomes– we avoided the trap of cultural insight that is merely...