Peep would like to thank Jan Chipchase for his inspiring talk at last week’s Good Ideas Salon. We certainly left impressed and inspired. Who else could cohesively tie together loan sharks, shanty towns, KFC and graffiti – to name just a few of our favorite examples from Jan’s presentation.

Stripping down a gas station to its essence

Peep would like to thank Jan Chipchase for his inspiring talk at last week’s Good Ideas Salon. We certainly left impressed and inspired. Who else could cohesively tie together loan sharks, shanty towns, KFC and graffiti – to name just a few of our favorite examples from Jan’s presentation.

Clearly it takes a real level of commitment to conduct “extreme environment research”: ride along loan sharks in China or spend time in Kabul (where Kabul Fried Chicken surfaced) to better understand the nuances of transactions made under severe pressure. This type of exploratory may only seem appropriate for global multi-nationals, that can afford to evaluate every imaginable angle to better project futures scenarios. But we agree that getting at the truths that motivate people takes guts, and often unorthodox techniques. One of our favorite methodologies involves deprivation tactics – suffice to say taking a product, brand or activity away from some one’s life always reveals how they really feel about it, on a very emotional level.

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