Farrah Bostic is the founder of The Difference Engine and runs the strategy and research practice, where she is a champion of empathetic, co-creative, and collaborative strategy, design, and research. The business focuses on research and strategy consulting, with a special focus on facilitated decision-making as a method of strategy development, research as a form of advocacy, and using storytelling devices as a method to deliver audience insight that survives long past the consultant’s presentation.
She was a Group Planning Director at Digitas, led the consumer immersion practice at Ipsos/OTX, led the innovation practice at Hall & Partners, and developed her skills as a strategist at Mad Dogs & Englishmen/Mad Logic and TBWA\Chiat\Day in Los Angeles. The Difference Engine works with clients as diverse as eBay, JetBlue, NBC News, Madison Square Garden Group, the Wall Street Journal, the Financial Times, Google, Pearson, and the Society of Digital Agencies, among many others.
Convinced that ordinary folks either don’t exist, can’t articulate themselves, or lie, marketers have gone to extraordinary lengths to uncover the “truth” of your preferences at the supermarket, movie theater and shopping mall – and how that helped create the ad-supported world we all live in.
This session will explore:
- Why we don’t trust consumers, and spend so much time worrying that they’re “lying” to us)
- What’s really going on when it looks like market research respondents are “lying” – and what to do with “useful lies”
- How researchers and strategists fall into traps of method and analysis that actually asks people to lie