Artwork Inspired by Insight Captures the Heart of London's Identity

FlexMR have transformed attitudes, opinions and beliefs about London from its residents into a compelling work of art that grapples with the city's identity.
MILNTHORPE, U.K. - April 6, 2020 - PRLog -- This spring, FlexMR have released artwork inspired by the attitudes, beliefs and opinions of Londoners towards the city they call home. The data, gathered through a three-day qualitative research project, has been transformed into a creative, dynamic representation that serves as a powerful example for the agency's Insight as Art project.

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, "One of the greatest challenges the research industry grapples with is business engagement and the activation of insight. 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."

FlexMR asked London residents about their opinions on the city. This is what they told us:

There's no other place in the world quite like London. The design of the fantastical bird that forms the subject of the piece draws inspiration from the positive associations citizens have with the city's multi-culturalism.

A vibrant creature, captured mid-flight, this subject is a symbolic metaphor for the adrenaline fuelled, enthusiastic race that is life in the UK capital. But a dynamic lifestyle that chases opportunities takes energy and financial resources to sustain - represented by the motion implied just to keep afloat.

The background of the piece highlights the sense of pride associated with the city's past. But it is one that clashes with modern progress, causing very real tensions that can make life in London more challenging and even more expensive.

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 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

Christopher Martin, Chief Marketing Officer
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