Day 5 Insights

I came across a fascinating research agency today, @Further&Further. They have a great piece to their practice that they call Day 5. The idea is that they talk to research respondents over five consecutive days as often what they learn on day five can contradict what they learn on day one. Makes total sense. Visit their site here.

I love this quote because on the surface it seems to equate the personal anxieties of the respondents with a golden brand opportunity, but what’s it’s really doing is opening up insights for organizations who might be trying to help.

We nearly always end up talking about highly personal issues such as childhood experiences, failures, sources of anxiety and secret desires. What you learn on Day 1 will often be superficial or even false. But what you learn on day 5 will open your mind and unlock significant brand opportunity.

What if your organization is trying to help with addiction or homelessness or other social impact work? What if you’re working for an NGO trying to solve the loneliness epidemic in North America? Wouldn’t we want these organizations to be every bit as savvy as Amazon or Ford? Anyway. I really like this film, the report is pretty great and the ethos of the agency are aligned with what we should be doing as marketers in 2021. Check it out.