The Discovery group at Ogilvy & Mather embarked on an ambitious project that explored all these vital dimensions.
The Key Findings One of the constant debates that rages among social scientists who observe the effects of technology has to do with whether humans desire greater simplicity or complexity as they progress.
Many technology creators extol the value of convergence.
While that might drastically reduce the number of ‘devices’ that we need and use, it also adds complexity to the task of using a device.
We explored the web of interconnections between technology creators, users and forecasters, to uncover those possibilities which hold the key to making technology brands successful.
Our exploration required a somewhat different method of investigation.
We added a crucial layer of understanding to the creator’s perspective by having structured conversations with them.