Archive for the ‘Liz Pridham’ Category

News-making technologies

Wednesday, November 18th, 2009

Fibre optics make my hair curl...

What is it: It’s the end of the year and top 10 lists are coming out. This list is the top 10 new technologies from 2009 that we expect to see again in 2010. From inhaled measles vaccinations to paint which kills super bugs and bio-diesel made from prawn shells, it’s all in there!

Why is it cool: While a little fluffy, these kinds of lists are great for picking up on what is important to the crowd. The notable theme running through this list is around the environment and community. Expect these macro trends to become bigger next year!

Where to find it: here!

Submitted by: Liz Pridham

The price of happiness

Tuesday, November 17th, 2009

If you thought what your total life experience was worth, would you do anything different?

What is it: A Brisbane economist has modelled life satisfaction data to determine the “relative worth” (either positive or negative) of typical life events, in terms of the money windfall you would need to unexpectedly get to make up for the event occurring (or not). For example, an Australian male would need to be paid an unexpectedlump sum of $32,000 to make him as happy as getting would over his lifetime (women only need $16,000!). As another example, a windfall of $130K offsets the death of a loved one.

Why is it cool: Workers Compensation boards have managed to give every single part of our bodies a dollar value (for example, if you lost 1 testicle in an injury at work you only received $10K, but if you lost both you got around $45K). So, extending this economic equivalising to life events is fascinating.

It’s also surprising how low the $ values were for both positive and negative life events. Do we seriously give such little value to key life events?Or perhaps, are humans wired to cope and constantly adjust to life events. Even after great tragedy, most people can move on and maintain surprisingly good life satisfaction, which means the $ values become almost irrelevant.

Where to find it: here!

Submitted by: Liz Pridham

Drop in

Tuesday, September 15th, 2009

What someone who "dropped in" one too many times might look like...

What is it: Many people find visiting a pound or shelter very confronting and emotional. So, when it is time for them to get a pet, they prefer to go to Pet Stores or private breeders. Recognising this, the RSPCA is experimenting with Drop-In shelters in local suburban centres, offering a warmer environment, with fewer animals (but not just puppies and kittens). They also focus on educating about animal welfare and provide vet services as well.

Why is it cool: A great example of a brand recognising the barriers to people using it, and finding ways to overcome these barriers while remaining true to their identity.

Where to find it: here!

Submitted by: Liz Pridham

Night lights

Monday, September 7th, 2009

Ooo, shiny!

What is it: It is incredibly difficult for economists to calculate the GDP of developing nations, due to unreliable data . Economists from Brown University have proposed a new framework which combines reported income data with a country’s observed “night lights” seen from space. Obviously as income rises, so does consumption. Almost all consumption (in the evening) requires lights. In the top left corner of the above images is the growth in Poland lights from 1992 to 2002.

Why is it cool: A beautiful example of thinking outside the box (or out of this world) to look for new ways to solve a problem

Where to find it: here!

Submitted by: Liz Pridham

Tracking the lifecycle of stories

Wednesday, July 15th, 2009

A snapshot of the information super-highway

What is it: Computer scientists from Cornell have started to quantify the way news stories gain momentum, peak and ultimately fade away.  By tracking a total of 90 million news articles they have found there is a consistent rhythm to how news stories rise and fall, and also a consistent ‘heart beat’ between news appearing in mainstream articles and news appearing in blogs. They have found that news in mainstream media tends to rise to prominence relatively slowly and dies quickly. In blogs, stories rise in popularity and then stay around longer as people discuss and chat. Eventually though, every story dies.

Why is it cool: By understanding the lifecycle of news, we understand more about how we communicate and learn. It also shows the amazingly short time frame of relevance new news has to us and how quickly our world moves on.  It also provides brands with the opportunity to capitalise on the news life-cycle; by understanding when a story is going to peak in the mainstream media and the blogosphere, brands have a better chance of delivering clever ‘just in time’ messages and creative synched with the news.

Where to find it: here!

Submitted by: Liz Pridham

The solicitation purr

Tuesday, July 14th, 2009

What a cat who is manipulating you might look like

What is it: Previous studies have shown a cat’s cry is incredibly similar to that of a human baby’s (both in terms of irritation and compellingness).  However, researchers have now found that some cats use a special purr which imbeds  their “cry” within their normal purr  when they want to be fed.   The ‘solicitation’ purr is not as irritating as a meow,  but is incredibly hard for a human to ignore. The result is that this special purr is incredibly effective  at compelling humans to feed cats.  The hypothesis is that this special purr is a learnt behaviour by cats to deliberately manipulate humans, and tends to be more prevalent among cats which have a “one on one” relationship with their human (i.e. their human has the time to be taught).

Why is it cool: This offers a new perspective on how we communicate. The solicitation purr is simply a learned behaviour, where cats have determined that their “ad” is not effective in the media they are using (loud meowing).  The message remains the same, they have simply adapted their media to reach us at the right time and with the right “ad” for our mind and mood. Or maybe we should simply appreciate the sheer cunningness of the feline.

Where to find it: here!

Submitted by: Liz Pridham

The evolution of brand logos

Tuesday, July 7th, 2009

This principle by which each slight variation, if useful, is preserved, I call "natural selection" - Uncle Charlie

What is it: A fascinating blog which takes us through the evolution of 20 large brands and how their logos (and identities) have evolved over time to become what they are today. Covers old brands such as Shell through to relatively recent brands such as Firefox and Google.

Why is it cool: The strategic planning cycle starts with “where are we now”, but part of effectively understanding “where we are now” is understanding where “we have come from”. How different brands have grown and evolved themselves and how they have adapted to the context of their times is fascinating.

Where to find it: here!

Submitted by: Liz Pridham

Paper motion

Monday, May 25th, 2009

Please, won't you think of the newspapers?

What is it: We are all familiar with the challenges faced by print media. For their latest salvo, print media (led by New Ltd) is bringing us ‘Paper motion” an interactive tool which combines online and paper to bring images to life in people’s hands (literally).

Why is it cool: Frankly it’s just really quite cool. Make sure you watch the first video which has a dancing cat (ok, it’s all about the cat). Of course we have to question whether this will make print media any more relevant to readers, or if it will merely forestalls further decline for a short time.

Where to find it: here!

Submitted by: Liz Pridham

Be your own crowd

Thursday, March 12th, 2009

What a crowd of one might look like

What is it: We’re all familiar  with the wisdom of crowds: a group of people will usually give a more accurate response than any individual  or “expert” usually will. But what happens when we are on our own? Well a recent study has suggested that we can be our own “crowd”, using a technique called “dialectical bootstrapping”.

Essentially bootstrapping gets you to average your own individual conflicting opinions by forcing you to think of why your first opinion may be incorrect and, based on this, provide an  alternative answer (i.e. be your own devil’s advocate).   The research showed that the average  of your first and second answer will actually  be much closer to the correct one.

Why is it cool: We can all use bootstrapping to help us make better decisions ourselves, but this also has research applications to increase the accuracy of individual responses (and thus overall accuracy as well!). It would be time-consuming, though, and therefore perhaps reserved for only the most important (and/or error-prone) questions.

Where to find it: here!

Submitted by: Liz Pridham

Marketing veggies

Tuesday, March 3rd, 2009

The original veggie advocate

What is it: Cornell University study has shown that giving vegetables catchy new names like “X-Ray vision Carrots” gets kids  to eat around 50% more of their vegetables

Why is it cool: This is a beautifully simple reminder of how to increase your chances of succeeding with new products, via smart communication. Many new products fail, not because of the product itself, but because of the way it is communicated to the consumer.  There  isn’t a “product” issue with vegetables for kids – they will eat them if you find a  compelling way to communicate their benefits and make them relevant to them (who wouldn’t want to eat Power Peas??)

Where to find it: here!

Submitted by: Liz Pridham