The Musings Of An Opinionated Sod [Help Me Grow!]


Why Your First Experience Is The Best Insight …
November 19, 2014, 6:15 am
Filed under: Comment

I am a massive believer in understanding associative memory.

I’m not as extreme as Clotaire Rapaille … but I do believe that if you uncover someone’s first experiences with a particular situation, environment, product or category, it can give you a clearer understanding of what the individuals real relationship is with that situation.

There are many people who don’t subscribe to this point of view and that’s fine, but recently a friend showed me something that – in a very roundabout way – highlights why looking for someone’s frame of reference may give us more understanding about their actions and behaviour than the classic ‘insight’ model, favoured by so many.

[For the record, I am not dissing insight. I am a massive advocate of it and believe in it’s importance and value … however the way many people/brands go about identifying it [not to mention, what they actually classify as an insight] is both bewildering and embarrassing]

Have a look at this.

What do you see?

If you said a naked woman being held by a man, then this would indicate you are probably over the age of 12.

For the record, if you said a naked woman being held by a man that is sexually stimulating to you, this this would indicate you need help. Fast.

The reason I say that is because my friend – a psychologist – told me that when he shows this vase to young children, they see something entirely different.

Because young children don’t have any associative memory for ‘intimate couples’, they see dolphins.

Nine dolphins.

No, I can’t see them either – not even one of them – but the point is, while our associations can evolve, if you look for where they began, you might get more insight into how to fundamentally change attitudes and behaviour than anything ‘big data’ can tell you.

In short, it may be the difference between infiltrating culture and playing only within the confines of the category.

Of course, it’s not easy, but then anything worth something, rarely is.


47 Comments so far
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12! You’re saying you see tits if you’re 12. Not everyone grew up in nottingham you know. And 9 dolphins? You have to be on some crazy kiddy crack to see that.

Comment by DH

Sorry, I forgot you are a puritanical, clean living type.

But you’re right about the dolphins.

Comment by Rob

Hang on, if you’re saying your pre 12 year old self would see dolphins but your post 12 year old self sees tits, are you saying your frame of reference changes and if it does, doesn’t that screw your whole argument?

Comment by DH

No. It’s saying what you see is dependent on the age you are when you first see it.

Comment by Pete

Pete’s right. It’s about your first frame of reference, not your current experience.

Comment by Rob

Apologies to everyone (Andy) for entering into a planner type conversation with Rob.

Comment by DH

never ever fucking do that again.

Comment by andy@cynic

I’m glad you used age as the filter for what you see rather than something more sinister. Fascinating post, especially the 9 dolphins. I’m looking and looking.

Comment by Pete

Yeah, I did that too … I thought I saw one and then it just disappeared.

Comment by Rob

I see 9 tits.

Comment by Billy Whizz

But just look what those nine dolphins are doing!

Comment by John

Memory is notoriously and provably fallible – that’s why eye witness testimony is often contradictory – so I think you’re more accurate when you emphasise first experience rather than memory thereof.

Comment by John

not only are you right doddsy but the fucker has written shit saying exactly the fucking same thing. this proves 3 things. 1) planners talk shit 2) he really is italian 3) this blog is shit.

Comment by andy@cynic

4) his hormones are all over the place.

Comment by John

Don’t you have to remember your first experience?

Comment by George

But I agree with your point. I think that is what Robert meant but didn’t articulate it well, especially with the title of the post.

Comment by George

Agreed, that’s what I was trying to put across when acknowledging that he had referred to first experiences in the post.

As for remembering your first experience, these days most of them will be recorded so memory will become irrelevant.

Comment by John

Maybe not John. http://tinyurl.com/ora2fa2

(I’m just reporting what others are saying George)

Comment by Bazza

Oh and then I repeat what George and John have already said. Story of my life.

Comment by Rob

But you get paid for it.

Comment by John

He gets paid to not screw up Wieden.

Comment by DH

Like Charlie Sheen said prostitutes are really paid to leave after sex rather than for the sex.

I wonder what he would see in the picture. Sex with dolphins.

Comment by DH

You’ve been talking to my bosses again?

Comment by Rob

That’s a good point John, of course I mean ‘first experience’ but I get why the title of this post could send out mixed signals. In fact I get it so much, I’m going to change the title of this post. Yes, you are an influencer.

Comment by Rob

At least I’m not a thought leader. On the other hand, influencers don’t exist.

Comment by John

my frame of reference of you campbell was an annoying shit with fucked music and dress sense. fuck me, you might be on to something.

Comment by andy@cynic

And I remember a loud mouthed sod who put a daffodil in the back pocket of his jeans just to torment me about The Smiths. The only thing that has changed is the flower and the fact I semi-respect Morrissey … though that is slowly dying every time he opens his gob with some more self-celebrating clap-trap.

Comment by Rob

twat.

Comment by andy@cynic

i kept staring at that, and suddenly they just popped out at me! Not sure what it says about me, im 69 =) but I also can see the lovers too. its like that drawing of the old woman-no, its a young girl–no its the old woman…

Comment by judyt54

Hello Judy54 … great to have you pop by and great to know I’m not alone in being mystified with the dolphins though Niko [below] has helped me see 3 of the supposed 9, which says more about him than me. Ha.

Comment by Rob

I’m concerned I have been unable to locate any dolphins after 20 minutes of frantic searching.

Comment by Lee Hill

the black bits that are space between the lover’s arms and legs, and if you refocus your sight the vagina is the tail of a dolphin..

Comment by niko

I’m slightly alarmed you saw that as well as slightly thankful. But that’s still only 3 …

Comment by Rob

there are 9 if you focus on the black bits in her raised arms (3 in total, two big ones and a baby dolphin), two in both is arms, the black bit in his and her thighs, the hand embrace, and the vagina of course..

12 was a weird year in my life..

Comment by niko

yep thats all of them. basically its the outline of the woman, and once you see one you have an idea of what they look like (the dark bits not the white ones) and suddenly there they are.

Comment by judyt54

I think this defines you as “a man the Police are interested in” Niko.

Comment by Rob

I am not sure if I should be grateful for this information Niko, but well observed.

Comment by Lee Hill

and if you REALLY want to get picky, there;’s a 10th one on the right side leg (which is the left side of the woman, well, you get the idea) where the bend at the knee is shown: thats the tail end of a dolphin, as well. =)

Comment by judyt54

Since he’s leaving us for a while, I’d be curious about everyone’s first experience of Rob and how it influenced what came after….

Comment by Northern

I blanked it out just like the dolphins.

Comment by John

Set me up for more abuse why don’t you …

Is this payback for you-know-what?

Comment by Rob

And it’s longer than “… for a while”.

Probably.

Comment by Rob

I was merely curious..

And ‘a while’ was merely wishful thinking

Comment by Northern

It influenced my deep sense of mental violation. But I still hope he comes back, it’s good for my therapy.

Comment by DH

divorce and emotional fucking bankruptcy.

Comment by andy@cynic

Pretty sure I found this blog through you or Russell Davies. I imagine my first response was: “Who is this grumpy bastard?”

What came after was detailed on the other post.

Comment by Rob (other one)

And I totally see the dolphins (obviously I saw the filth first)

Comment by Northern




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