Alison Tilling

Alison Tilling
  • Title: Chief Strategy Officer| Y&R Australia
  • Company: Y&R Australia

ABOUT ALISON

With 15 years experience in advertising and marketing, Ali is a firm believer in the power of researching first-hand.
She ran a qualitative research program for Aldi at Bmf for six years, including everything from groups to diaries to eye tracking.
Now CSO at VMLY&R (say that three times fast), she’s continuing the focus on human insights developed beyond the glow of the laptop screen, and combining these with other data for fresh strategic approaches.

Ali has been lucky enough to win a range of Effie awards, as well as being a panelist on Gruen and regular industry commentator.

PRESENTATION:
HEARTS ON SLEEVES: MAKING THE MOST OF THE EMOTIONAL IMPACT OF REAL WORLD RESEARCH.

My strong view as a planner is that strategists of all kinds need to view their whole practice as being ‘in field’, however formal or informal. As we have the great privilege of getting to know people, talking with them, observing them use our brands and products, field trips with them…we need to be open to the emotional impact of that, and equip ourselves not only to handle it well but to learn from it.

During the talk I will use examples from my own work of unexpected emotional impact – ways of handling it in the moment – ways of learning from it afterwards – this proof of humanity is key in our increasingly machine driven world.

Humanity isn’t all positive and fluffy and well-being and nice quotes. It’s gritty and tricky and uncomfortable and sometimes even painful. This presentation is designed to help deal with that: how we can let the act of research touch us but not break us.