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The Real Target Audience: The Subway Wagon Filter

Posted by in Advertising, Communication, Consumer

Working on weekends is nothing desirable. Yet, the subway ride to work yesterday opened my eyes regarding one of the most important questions in advertising and communications: Do you know your target audience? Next time you ride the train, don’t just regard the other passengers as annoyingly sweating, dozily wheezing, and yet to be turned into social creatures by a high concentration of caffeine. Look at them and see them as what they are: they are probably part of your target audience. I don’t know why I never thought about…read more

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From Quantified to Qualified Me’s

Posted by in Consumer, Technology

We produce a ridiculous amount of data every day. Because we share the shit out of our lives. We always did, no we do it online, in social and not so social networks. What we share defines who we are – and therefore is a crucial part of our performance in life. Look how I perform at my dinning. Look how I perform at my media consumption. We take pictures of our food, we tweet about our favorite TV shows. Post it, or it didn’t happen. So, in order to…read more

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Shocking: Unemployed Millennial Master Graduates Happier

Posted by in Consumer

So I talked to a few of my friends yesterday (yes, I could have sold it as not quite representative field study). About current moods, ambitions, feelings, and jobs. Marketers would segment each of them amongst the group of Gen Y or Millennials (they themselves don’t). They are all quite educated (so says their Master’s diplomas). They all lived abroad for at least a year. And they all found a job right after graduation (more or less). Nothing particularly striking about that so far. Now, two of them quitted or…read more

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How We Will Live Tomorrow

Posted by in Consumer, Technology

This week I attended the TEDx conference in Hamburg. The subject: City 2.0. Speakers approached the topic with a wide angle, showing a wild mix of observations, theories, and ideas on how humankind will live (together) in the future. This will not be a precise report of Tuesday’s talks (you’ll find the videos here in a while, I guess), but more of a wrap-up of all the impressions I got that day. Consider it an Idea Remix. What stuck in my head was something Sam Hill, himself an experience designer,…read more

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Patience Vs. Immediate Satisfaction

Posted by in Consumer, Technology

Triggered by two articles I have read in different blogs, and by a decision I recently had to make, I started to think about the concept of patience and how it influences the way we achieve and perceive progress and innovation. Or, put differently, it influences the way we treat others. The first article was about the fact, that Facebook hasn’t really „wowed“ the author with the late versions of its mobile application. Even though I agree with that, it made me wonder, firstly, why we expect a company that…read more

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Customers Matter. Not Technologies.

Posted by in Consumer, Technology

I stumbled upon an interesting article on „Why the QR code is failing„, recommended today in my Twitter feed. The title is misleading because Sean X Cummings mentions halfway through his obervations that „it’s really not the QR codes fault: A QR code is a tool, nothing more“. It’s simple: A tool only can fail if it’s used in the wrong way. So it must be the user’s fault – in this case marketers and advertising agencies – because they fall short in creating real value for customers. It is a…read more

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