From Slides to Sofas
How to create compelling strategic content based on in-home interviews
A half day workshop with Mark Hadfield from Meet the 85%
Next Workshop: TBA
This practical half day session will teach you how to do empathetic and revelatory interviews with people in their own homes. You’ll discover how to use some of the skills of ethnographers, journalists and documentary makers to get to the truth and how to edit your video, photographic and intellectual content in a compelling way that captures their reality and convinces both clients and creatives. The workshop will take place in Central London and we can take up to 10 people.
What does it cover?
The training will be split into 3 areas and is a blend of presentation, discussion and group exercises.
1) Observing & engaging: Creating the conditions for personal truths to be shared.
2) Capturing their reality: Looking beyond our biases and capturing the lives of participants.
3) Finding the story: Reflecting on the evidence and developing themes.
You’ll leave the session with tips, tricks and approaches to help you in your role moving forward.
Information
More information TBA
Who is running it?
Mark Hadfield
Mark has over 15 years experience as an agency Planner working in London, around the UK and across Asia. He's worked for big, small, networked and independent agencies and worked across pretty much every category you can think of.
He spent 6 years at Iris, as Regional Head of Planning for APAC, building and managing teams around Asia and working on Samsung, Guinness, Philips and Shell.
He's also worked at ENGINE, Weapon7/BBDO, Southpaw and most latterly Cravens, based in Newcastle upon Tyne.
His passion for Mass Mainstream audiences and brands comes from his Comprehensive-schooled background and love of double-carb meals.
In 2023 he set up Meet the 85% - an ethnographic research consultancy that helps agencies and brands understand the reality of their customers lives. Their work sits at the intersection of journalism, ethnography and documentary film making.
Workshop Enquiries
If you are interested in attending this workshop, please e-mail Alison Trotter at alison@apg.org.uk
APG Workshop Policy
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Workshops will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.
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On occasion we may need to re-schedule the workshop - we reserve the right to do this at any time although we will aim to give you as much notice as possible.
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Attendance on workshops is entirely at the discretion of APG. There is no automatic right to attendance.
APG Training in association with Tracksuit
Tracksuit is the beautiful, affordable and accessible brand tracking tool to measure and communicate the value of brand-building.
Built from best-in-class methodology, Tracksuit is accessible and easy to understand for everyone from CMOs to CFOs, brand marketing specialists and agencies to founders.
Trusted by agencies and over 650 modern consumer brands around the world, Tracksuit surveys thousands of people each week to track consumer awareness, consideration, usage, preference and perceptions of a brand. The data is collected from different markets and demographics, while also being used to benchmark each brand against its competitors.