…Every new project starts out to be fun and exciting. And in the world of market research and marketing, or at least mine, that excitement is exponentially elevated if that new project is adressing an age-old question that has not been cracked and you feel you have “found” a new methodology that might just break it wide open.

This is why sitting at a conference and listening to other people present their success with the “latest new tool” can be so very stimulating. And that is where we were in 2011. My team was being introduced to a new tool by one of our agency partners. The tool was promised to “search social media content (7 years ago this was a new emerging thing) that will bring a customer group, attitudinal segment, trend or brand persona to life” … And we could do this with out asking a single question … WELL you had me at HELLO! I could turn my Coffee Beans into HUMAN BEANS

…long story short we failed

I first joined ESOMAR as “new-to-research-industry” in 2002. I was the second employee of Start-up in Tokyo. We were challenging the status quo through the introduction and inclusion of “new tech” to the traditional survey world. With COVID19 as a powerful catalyst, we are experiencing another change-wave in the industry.

In Japan there is a word … IKIGAI… it means to “have a passion for life” and it has in recent years been discussed as a key driver for “long life” that Japan has become famous for; with one of the highest rates of 100+ years population, but also ACTIVE seniors. While there are a lot of factors such as preventative and accessible health check ups every year, healthy diet and social networks that no doubt are part of attaining long life, one key factor that is discussed is IKIGAI.

"A desk is a Dangerous place from which to view the world" - John Le Carre. I first came across this quote when it was added to a presentation done to me by Nyla Mabro. We were getting ready for a curated exploration through the streets of Tokyo - a "TREND TREK". Not a general wander; but a curated discovery process - one with purpose - with a topic in mind, a business question on hand. We were eager to see what the streets of Tokyo might "teach us". This is where my love of DISCOVERY work began. Stepping away from the desk or "COVID Lockdown -kitchen table" , exploring through a different angle. Trying new paths to the goal.

Through covid lockdown I am finding new ways to "discover" ... trying to push myself out of my comfort zone to see what I can see. I was reminded that "passion" is great and a real driver, until it moves into the realm of stubborness, blindspots, unconscious bias that can limit our ability to see and progress. Discovery with purpose can undo those biases.

I commit to DISCOVERY as part of any team and project I am part of. Its the way forward. 8 years ago I started an interesting personal "discovery journey" - running everyday and learning from it ... my "life learnings from running". This is my marathon of learning.