We recently launched and hosted “Curiosity Week” – a series of events and initiatives that brought the entire agency together. The aim was to emphasize the significance of curiosity and shed light on the fundamental role that insight plays within media planning and activation. We challenged the whole agency to “be more curious” through activities and thought-provoking discussions.
Inspiration Behind Curiosity Week
“The important thing is not to stop questioning. Curiosity has its own reason for existing.”
We couldn’t say it better than Albert Einstein himself!
Being curious fuels our ability to understand people better. It is through curiosity that we find the insights that drive creativity and innovation in media. Einstein’s words inspired the creation of a dedicated week aimed at exploring the importance of insight and the ways in which we uncover it.
Highlights from Curiosity Week
Curiosity Week was a jam-packed week of engaging events for the whole agency. From hosting the Nation’s Favourite Breakfast to conducting Consumer Safaris, everyone got involved. We spoke with a range of consumers from Gen Z to Boomers about their thoughts on brand trust, social identity, and equality. Curiosity Week also coincided with the publication of the latest report from our proprietary “State of the Nation” tracker (The QT, May 2023). We quizzed the wider agency to educate and inspire on the latest trends impacting the British population.
We hosted a Panel Discussion, inviting our CoppaFeel! client and research experts Peek Content to join us to explore the challenges of finding true insights in a rapidly evolving media landscape. Additionally, an Inspiration Session with Word on the Curb encouraged us to embrace curiosity when understanding the needs and experiences of people from minority communities.
The Importance of Curiosity Week
Our people-first approach at the7stars means putting people at the heart of everything we do. With the pace of change and development of technology combined with the scale of mobility and continued diversification of demographics, it has never been more important to prioritize those we are trying to communicate with. This necessitates being curious and open to new perspectives. Importantly, curiosity allows us to uncover and avoid biases – when curiosity is triggered, we are less likely to fall prey to confirmation bias and stereotyping.
What We Learned
Our headline takeaways are:
- Insights can come from anywhere: Valuable insights can emerge from unexpected places, reminding us to remain open to diverse perspectives.
- Observation is as important as questioning: Insights aren’t solely obtained through direct questioning but also through observing and experiential immersion.
- Uncover the “why” behind what: Taking insights from good to great involves delving deeper and understanding the underlying motivations and drivers.
- People are more than just consumers: People live multifaceted lives. We can establish more meaningful connections and create impactful campaigns when we consider them beyond their role as consumers.
- Embrace diversity and intersectionality: Recognizing the heterogeneity within consumer groups helps us understand and cater to the unique needs and experiences of different communities in society.
- Understand the drivers of behaviour: Comprehending the core needs of consumers enables us to develop stronger brand propositions that resonate with their desires.
- Make it actionable: With any insight, it’s crucial to ask the question “now what?” to help translate insights into actionable strategies and initiatives.
By nurturing curiosity and putting insight at the heart of what we do, Curiosity Week successfully inspired us all to continue generating exceptional ideas, building meaningful connections, and delivering impactful results for clients.