TTC’s approach to both strategy and creative is influenced by design thinking, which is steeped in the belief that the consumer is at the heart of all decisions. We create powerful perspectives through a non-linear, three-step process—what we call our CIP.
While we like to keep the details of this technique close to the chest, this blog will answer FAQs about our CIP, and why it works so well for us.
#1 What does CIP stand for?
Collective Intelligence Process: a structured approach of analysis that focuses on the consumer, culture, and brand to gather emotional, social, and behavioral information.
The process provides us with intelligence that pinpoints where brand empathy intersects with audience desires, identifying opportunities for timely platforms built on human connection.
#2 How did you develop your Collective Intelligence Process?
With the help of a PhD-credentialed Cultural Anthropologist, we found that identifying the relationship between a consumer’s internal motivations and their environment helps determine how we can effectively market a brand. We focus on how a brand can speak to the innermost needs of its consumers to inform our campaigns.
#3 Why is it important to bring social sciences into marketing?
Social sciences are crucial for marketers to utilize, as they provide valuable insights into human behavior, attitudes, and interactions.
We use cultural anthropology as a framework for analyzing information because it examines how people live as individuals and as part of society. Understanding why people make social choices is necessary for businesses to recognize where they fit into their consumers' worlds.
#4 Why is culture so important in marketing?
Understanding cultural idiosyncrasies helps us personalize marketing campaigns, adding depth and individualism to broad ideas. Social sciences give us insight into the differences between cultures, which we use to highlight specific aspects of communities and avoid any cultural missteps that could harm a brand’s image.
The social sciences also allow us to tailor campaigns to specific demographics and relevant cultural movements and trends, leading to more relevant, meaningful ideas.
#5 What makes the CIP uniquely TTC’s?
Our CIP is a direct product of our curiosity—one of TTC’s core values. It guides the questions we ask and the research we conduct. We instill curiosity into our CIP by engaging it through research and diverse methods of analysis. By gathering information and asking questions, we better understand the consumer and culture—helping us in our mission to humanize brands.
From our very first brainstorm to the final campaign, we incorporate our CIP into every idea. Through an anthropological lens, we’re able to provide a specific perspective on how a brand can meet its consumers' needs—which can be very powerful.
Do you have questions about our CIP?
Email us at info@thethomascollective.com.