Hacking Humans, with Charlotte Wilkinson, Hello Sister - Part 2


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By Scott & Drago. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

In part 2 of our discussion, we delve into Charlotte's 'hacks' for deeper human understanding and insight generation, particularly when it comes to women, including:

  • How challenging, more empathetic approaches are necessary to get to the heart of women's lives: removing the one-way mirror, not just telling but showing life looks like (see pizza nights with Chinese teens)
  • The implications of working with female vs male researchers (and clients)
  • Charlotte’s focus on being involved across the planning cycle - not just upfront ideas, but striving to ensure the execution isn’t overriding the nuances of the prevailing insights and conveying women appropriately
  • How life-stage is an even more critical lens for understanding women through
  • And with political and social structures failing, where brands can play a bigger role in championing related social causes

Plus we discuss the birth of Side by Side, and how insights experience translated into a timely opportunity to help clients change behaviour and embed diversity and inclusion in all they do: from recruitment to training and HR policy. Which, in an Asian context, often means re-assessing the suitability of globally developed practices.

47 episodes