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This usually takes the form of a chat with key decision makers, and an immersion into the work you already have in place.
The problem is articulated, clearly, then the methodology is then built bespoke around the problem. Methodologies may be sampled from pure semiotics, cultural studies, everyday life theory, ethnography, psychology and many more fields of enquiry, depending on the precise nature of the problem.
The output is usually, but not always, a written document in Powerpoint.
Sometimes it’s not enough just to walk into a boardroom and be clever. You have to take people with you. Teams need to take ownership of a project, and feel like they have helped to create the ideas.
A creative exploration is a means of addressing a brand issue through the rich experiences of all the people involved in the project. It takes the form of a workshop, ideally away from your place of work, run by an extended BSL team.
We use semiotics as a means of providing working platforms, so the workshop always starts from something concrete, rather than with a blank flipchart. As appropriate, we layer on top other skills such as advanced techniques from the performing arts to bring ideas to life, or strategic illustration to translate ideas into the visual medium. Sometimes we use specialist academics, sometimes inspirational people.
Every exploration is designed bespoke around the particular problem faced by the brand or project team. It is pointless trying to fit a unique brand or client into a preset mould.
Some clients like to be involved, some like to be presented with answers. We’re cool with either, and will design the methodology according to your preferences.
Sometimes it is good to ‘ground’ a semiotic insight in a quick piece of consumer research. There are plenty of excellent qual agencies out there, and specialist ethnographers. I will do small pieces of ethnographic research where necessary: on larger jobs I will generally bring in a partner or partners.
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