Talk by Simon Roberts, at our meetup called 'Engaging the client or stakeholders with research outputs' in August 2016

1. | office@stripepartners.com | www.stripepartners.com | Contact: +44 (0) 203 058 9000
Disclosing worlds and embodying knowledge
Simon Roberts
@stripepartners & @ideasbazaar

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We are a global innovation and
strategy studio
We help world class teams bring clarity to their brand and innovation strategy

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Our purpose
Narrowing the distance between
business and what matters in the world
Our purpose
To narrow the distance between
business and what matters in the
real world

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Words, Words, Words

5. Designs
Ethnographers develop deep understandings of the world
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Cultures
Beliefs
Products
Practices
Locations
Tastes
Behaviours
Relationships

6. Our translations of that experience are not ideal
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Camping Needs Mastery
Survival

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We need to understand worlds not just words
People know more
than they can tell
M ichael Polanyi

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Most of what we seek to understand lies beyond words
Pr actical know ledge not
compr ising know ledge of its
ow n pr inciples
Pier re Bourdieu

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We learn through experience and with our bodies
We know not through our
intellect but through our
experience
Maurice Merleau-­‐Ponty

10. There’s a difference between ‘knowing that’ and ‘knowing how’
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11. We run ethnographic studios to immerse in people’s worlds and solve
challenges with client teams
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/ Ethnographic interviews
/ Embodied activities
/ Expert encounters
/ Team based research
/ Mobile Diaries

12. We take the team out to embody the world of their consumers
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(Media Planner)
(Marketing Director) (Brand Manager)

13. Studios create shared experience, common understanding & team
alignment
1. Multi-­‐disciplinary team moves into a shared house. 2. We run a range of activities to embody understanding.
3. Participants work in small teams to activate insights. 4. Extended team aligns around key implications.
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Strategy development often involves a division of labour…
Delivery teamResearchers and Strategists

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Studios enable teams to work together with embodied knowledge based
on shared experiences
Delivery teamResearchers and Strategists

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Successful strategy is embodied not documented or declared
“
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Flint McGlaughlin
It is only when strategy is embodied in a living,
breathing person that it can be actualized. The
separation between strategy and the strategist has
created a gap between planning and execution.
Strategy is not declared, it is lived into.