Has the obsession with data and technology at best forgotten the human, and at worst dehumanised relationships with customers?

Following on from Chapter 1 ‘HX Brands’ in our Human Experience (HX) thought leadership series, Chapter 2 featured findings of our ethnographic research: Smashing the Average.

In order to rehumanise our relationships with brands, we need to look beyond the standardised average portrayal of people and into how people really think feel and behave.

In collaboration with The Mix, ethnographic experts, we looked at 6 categories and 15 brands to unearth real people.

Our presentation centred on the five fundamental pillars of human existence – what we call the HX drivers. These were developed out of psychology, neuroscience, and philosophy: love (connection and belonging), certainty (stability and trust), distraction (entertainment and engagement), esteem (identity and confidence), and growth (learning and self-improvement).

We’ve included the totality of our research findings in a whitepaper, which you can download below.