Andie Lowings has a wealth of qualitative and ethnographic experience and has worked in the consumer insight industry for over 10 years, most recently in Australia, but previously in the UK. Before joining House of Brand as Associate Director, Andie was a qualitative consultant at a boutique agency in the UK and has worked with a wide variety of exciting clients across media, financial services, museums and visitor attractions and in the not for profit sector. Andie has a background in Psychology and Sociology and is intrigued by the complexities of decision making and behaviour. She strives to understand how consumers interact with brands and what brands can do to ensure they remain relevant and impactful as culture and trends evolve bring stories to life in an impactful way for clients. She started her career in at BMRB, followed by a stint at a boutique agency (Creative Research) where she focussed on immersive and ethnographic research in the museum and visitor attraction sector. More recently Andie has worked at Outlook Research, a strategic boutique agency in London where she ran both on and offline projects with exciting clients including Sky, Capital One and Sainsbury’s.
Co-Presenters: Peter Drinkwater
The art of making movies and TV programs is an inherently creative process. Fundamentally, they’re made to make us feel something, to tap into human emotions, rather than to make us think. And how often is it that we’re told that the world of free-wheeling right brain creativity doesn’t mix so well with the logical left brain world of numbers? So it’s surprising therefore that the standard audience testing approach used by the movie industry is centred around a somewhat archaic pen-and-paper self completion questionnaire. The results are, unsurprisingly, often distrusted or dismissed by Directors. But this reluctance and scepticism is misplaced. More sensitive audience testing can be used to really help a film connect with audiences. You can absolutely put the Science in the Art, using human insights to help drive the creative process, not stifle it. By developing and adopting an approach that combines quant and qual measurement, you get both the what and the why. We’d like to share with everyone our experiences with developing a more holistic approach to audience testing, and the richer insight it has generated.