Artwork Inspired by Insight Captures the Heart of New York's Identity
FlexMR have transformed attitudes, opinions and beliefs about New York from its residents into a compelling work of art that grapples with the city's identity.
The Insight as Art project is a first for the industry. Designed to demonstrate the power of creativity in decision maker engagement, the project pushes the boundaries of research reporting. Because in an era where data is abundant, research teams need to find more impactful ways than ever before to stand out and inform key commercial decisions.
FlexMR CEO, Paul Hudson, says of the project, "One of the greatest challenges the research industry grapples with is business engagement and the activation of insight. That is the process of turning research and data into tangible business decisions. The exciting aspect of this project is that it makes real progress in this area, and demonstrates that insight professionals can spark important conversations through the creative and novel presentation of data."
The New York artwork was informed by real qualitative research. FlexMR asked New York City residents about their opinions on the city. This is what they told us:
New York is Disneyland for adults. Bold, bright and crammed full of entertainment - the city is described by residents as being a world of its own, represented in this piece by a series of isolated islands.
Life is described as electric and always on, highlighted by the vibrant color palette and galactic setting. Much of the city is seen as performative, leading to a fun lifestyle that distracts from the challenges New Yorkers face.
Chris Martin, Chief Marketing Officer at FlexMR, states, "Art and market research may not seem like the most obvious pairing on the surface. But as we've explored the idea of abstract representations of data, what we've learnt is that it actively engages audiences through interactive interpretation."
FlexMR are inviting brands to get involved with the project. The agency's creative team are creating free, impactful representations of qualitative consumer opinion on participating brands. Those who sign up will receive a bespoke artwork that will spark important conversations around insight and leave decision-makers with an output more powerful than words - empathy. Full details on how to get involved can be found at https://resources.flexmr.net/
Christopher Martin, Chief Marketing Officer