Don’t forget that we’re human

Poppy
Poppy
Dec 10, 2014 · 9 min read
Image for post
Image for post


Image for post
Image for post

The danger is that we look at the latest shiny toy and think “that’s our magical solution, that’s our silver bullet”. But in the majority of cases, it’s not.


Big Data

Big Data is a fascinating development but it’s only effective when applied alongside other contextual tools. In basic terms, that means knowing when a correlation is meaningful and when it’s not; and combining that with academic research around psychographics — the study of personality, values, attitudes and lifestyles. We don’t act as automatons in response to technological drivers, we react as humans. It’s amazing how few brands think about the psychology of the individuals in their audience.

Image for post
Image for post

Emotional drivers

Financial services businesses have embraced technology and, in some cases, see it as the salvation of their brands. But while they push the logical benefits to customers, they can overlook the primal and emotional drivers that are just as important.

We see our lawyer as a steward of transition at a difficult time, so why don’t they promote how they can make us ‘feel’ as well as what they can ‘do’ for us?


Hyper-personalisation

The next big sweep will be through the ‘internet of things’. The concept of the quantified self has arrived, as has being able to access behavioural data through things we wear. No one knows how that will change things.

Human behaviour


Image for post
Image for post

Welcome to your brain

Think your laptop is an impressive piece of technology? Well, let’s put it into context. Your brain is capable of 200 million billion calculations per second. Inside your skull sits a 1.3kg mass of extraordinary complex neural circuitry. Consisting of around 100 billion neurons, each with 1,000 connections and a firing rate of 200 calculations per second, this singular organ is responsible for your every move, behaviour and decision — and much of how it works remains a mystery.



Image for post
Image for post

Poppy Magazine

Brain food for communicators in finance.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch

Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore

Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store