Fiona is a communications specialist with over 25 years’ experience in both research and creative agencies. This dual perspective provides a thorough understanding of the complexity of developing, testing and refining communications across categories and audience types. Fiona‘s experience spans a wide range of public and private sector campaigns at all stages of development and measurement. A highly creative thinker, Fiona has developed innovation programs for a range of commercial and not-for profit organisations across Australia and the UK and is also an experienced and dynamic workshop moderator. She especially enjoys translating key findings into action strategies and implementation plans to deliver campaigns that resonate and drive behaviour change.
Deploying the power of Play in qualitative research in the age of overthinking, details the collaboration between Whereto Research and Gusto Consulting to develop and test the power of Play to unlock a path to richer engagement and minimise a raft of issues facing qualitative research today, including: 1. a need for fresh insight on well-worn (and often well researched) topics 2. a population that is more marketing savvy than ever before (and guard against groupies and group think) 3. a shrinking bandwidth among already busy consumer lives 4. a range of biases that influence recall and rationality 5. the need to reduce the risk of exclusion of difficult to reach and potentially resistant audiences (especially on highly-sensitive topics) Whereto Australia’s most senior research team joined forces with Gusto, a consultancy mashing the art of story and play, with the science of human thriving to develop an evaluation on the impacts of Play on: participation, richness of data, uniqueness of findings and overall project outcomes, as well as barriers and enablers to participants embracing Play and whether this varies by topic or audience segments.