Spring is here and conference season is getting underway. First up is the MRS mothership: Research 2010. As co-chair for the second year running I thought I’d share my tuppence worth about this year’s event, especially given that I’ve just been reflecting on what to say in the opening address.
Last year we set out to create a ‘festival’ approach: diversity of content, format and delegates. This year the festival theme continues, but a thought has crystallised in our minds about the major trend we’re seeing. Back in the 60s Roland Barthes identified a necessary break with the obsession around ‘authorship’ in his seminal ‘Death of the Author’ as a condition for ‘reading’ to emerge as a more active, creative, productive form of interpretation.
Similarly in co-creative mode what we’re seeing is a shift from reductive science (where the neatest, purest, most distilled evidence is the goal) towards a productive form of consumer engagement. We will increasingly judge ourselves on the way in which we create impetus, action and belief, not just on whether we find answers. In the determination to be right we risk being blinded by truth.
Our very own Doron Meyassed, MD of Promise Communities will be presenting on ‘Sex, Lies and Chocolate’ and I’ll be chairing a session on ‘Big Brand Co-Creation’ featuring case studies from the likes of Coca-Cola, Discovery and Nivea.
All in all it promises to be a fun-packed couple of days.
You can follow in Tweetference mode using hashtag #res10.
This entry was posted on Monday, 22 Mar 2010 at 3:11 pm and is filed under General.
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