Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Tim Wragg
Forbes JAPAN 公式サイト（フォーブス ジャパン）
Google検索でForbes JAPANを見つけやすく 世界の変化が徐々に進行することはなくなり、ブランドにとって舵取りがより難しい時代となった。地政学的リスク、気候災害、経済的ショック、社会的運動、そして文化的な論争は今や、高度にネットワーク化されたメディア生態系を通じて瞬時に拡散し、アイデアや意見、人々の反応がリアルタイムで相互に増幅し合っている。 予測可能な世界を前提に設計されていることの多い組織は、この新たな混乱の中で、出来事のスピードと相互連関に対応する準備ができていないことに気づかされる。 精緻な予測がますます不可能になっているなら、リーダーは、状況がどのように展開するのか、消費者がどう反応するのか、ブランドがどのような結果に直面するのかを確実に見通すことはできない。それでもなお、迅速かつ確信を持って意思決定する必要がある。 ここにパラドックスがある。未来はかつてないほど予測不可能であるにもかかわらず、戦略的意思決定の必要性はこれまでになく高まっているのだ。 答えは、より優れた予測ではなく、より優れた備えである。 変化の波を乗り越える...
From Prediction To Preparedness: How Brands Can Navigate Uncertainty
Tim Wragg is the Chief Executive Officer at Human8. The world has become harder for brands to navigate because events no longer unfold gradually. Geopolitical conflicts, climate disasters, economic shocks, social movements and cultural controversies now spread through hyper-networked media ecosystems where ideas, opinions and reactions amplify each other in real time.
Forbes JAPAN 公式サイト（フォーブス ジャパン）
結婚やパートナーシップが長く続くためには、「欲する気持ち」が必要だ。愛情、尊敬、信頼、理解……どれも不可欠だが、「欲する気持ち」こそが感情的な絆を強くする。 人生と同じく、ブランドマーケティングもそうだ。私たちは消費者に自社ブランドを欲してほしいと願う。しかし、真に消費者を理解するためには、私たち自身も同じくらい強く彼らを知りたいと願わなければならない。彼らを突き動かすものは何か、儀式や悩みは何か、どのように独自の文化を作り上げているのか。相互の「欲する気持ち」がなければ、愛もロイヤルティも損なわれてしまう。 マーケティングが機能し、ブランドが存在意義を保ち続けるのは、偏見を乗り越え、知識のギャップを埋め、異なる背景の人々に共感できたときだけだ。 データは役に立つが、取引情報には感情や親密さが欠けている。知識は与えてくれるが、共感が引き出す繊細な理解は与えてくれない。人々をより深く知ろうと願うこと──彼らの立場に立ち、彼らの世界や、製品が彼らの人生をどう形作っているかに好奇心を持つこと──により、私たちは次のことができる。 ・関係を単に観察するのではなく、そこに参加する...
Building Empathy In A Post-Truth And Low-Trust World
Tim Wragg is the Chief Executive Officer at Human8. For a marriage or partnership to endure, there needs to be desire. Affection, respect, trust, understanding … all are essential. But desire strengthens that emotional bond. As in life, so it is with brand marketing. We want consumers to desire our brands. However, we must show the same desire in them to truly understand what makes them tick, what their rituals and pain points are, and how they create individual cultures.
To Get Automation Right, Put Emotion Back Into The Customer Experience
Tim Wragg is the Chief Executive Officer at Human8. Getting automation right starts with understanding people. In my experience, overenthusiasm for new technologies can blind us to something we know consumers still want: the personal touch. Dedicating a human to a customer is a powerful signal that a company values that customer.
Forbes JAPAN 公式サイト（フォーブス ジャパン）
ティム・ラッグ氏はHuman8の最高経営責任者（CEO）である。 現在、最も使い古された表現の一つは「AIが私たちをよりイノベーティブにする」というものだ。これが不正確というわけではない。AIはすでにそうしている可能性があり、改良されるにつれて、間違いなくイノベーションのプロセスを加速し洗練させるために不可欠なものとなるだろう。 すべてのCEOやチーフマーケティングオフィサーが問うべきより本質的な問いは：価値創造を最大化するために、いつが発売の適切なタイミングなのか？ということだ。これはイノベーションの順序付けや、注目を維持し、確実に関与を促し、人々を感情的な旅に連れていく最良の方法についてかもしれない。一部のイノベーションでは、人々が本当にルールを破るものや規範の変化に対して準備ができているかどうかが問題となる。...
Secret Weapons Of Value Creation
Tim Wragg is the Chief Executive Officer at Human8. One of the most overused expressions now is that "AI will make us more innovative." It’s not that this is untrue; AI may already be doing so and, as it improves, will undoubtedly become essential in accelerating and refining the process of innovation. The more essential question every CEO and chief marketing officer should be asking is: When is the right time to launch to maximize value creation?
Brands Must Step Outside Of Algorithms To Reconnect With People
Tim Wragg is the Chief Executive Officer at Human8. getty The man whose name is synonymous with halting the inexorable march of technology never existed. Over 200 years ago, Ned Ludd was "fake news," his invented name a signature on threatening letters sent to factory owners intent on replacing workers with machines. As modern marketers, advertisers and brand professionals, we cannot be opposed to new ways of working.
Globally Connected But More Locally Rooted
Tim Wragg is the Chief Executive Officer at Human8. When you crisscross the world meeting clients as much as I do, streaming platforms like Netflix become essential companions. Wherever I am, that Netflix homepage is never the same. Alongside my personalized content list are local shows. Here’s a truly global company adapting its marketing strategy to suit different audiences in different territories with different tastes.
Reimagining The Silver Economy: Complacency Is Holding Marketers Back
Tim Wragg is the Chief Executive Officer at Human8. On a recent client trip to Shanghai, I spent a morning in one of the city’s biggest malls. Around 10:30 a.m., I watched an astonishing demographic transformation. The place had been packed with energetic young Chinese commuters, shoppers and families, but suddenly, new stores opened to suit an older audience who wanted to engage with commerce in a different way. The place thronged to a different beat.
The polling gap: When quantitative data misses the mark
Do we need qualitative research to truly understand people? Editor’s note: Tim Wragg is CEO of market research firm Human8. After spending an estimated half a billion dollars surveying voters across the United States, with cutting-edge technologies and methodologies, the truth is staring us in the face yet again. We got it wrong. Pollsters, market researchers, forecasters and insights gurus all predicted things that never happened and were unaware of things that did.
Upskilling matters – ignore it at your peril | Opinion
When was the last time you actively embarked on learning or developing a new skill? It is by no means controversial to claim that upskilling, training, and professional development is important. In the market research and insights space, where learning, discovering and imparting knowledge is at the heart of what we do, it is critical we keep building and refining our skills.
The write stuff: how to prepare the perfect insight | Opinion
Has there ever been a word in marketing more over-used and less understood than ‘insight’? The dictionary definition is this: “The capacity to gain an accurate and deep understanding of someone or something.” In reality, however, insight often doesn’t really give you an accurate or deep understanding of anything at all. A lot of the time, insight suffers from what I call ‘busy mum’s syndrome’. What is described as an insight is more usually just a platitude, a stereotype, or an observation.
Addressing insights skills gaps in an AI world | Opinion
‘Authentic’ intelligence is more important than ever if we are to close the skills gap in an AI world, argues Tim Wragg of Hall & Partners. Marketing has always been a numbers game, and disruption in the sector is accelerating as the need for brands to get closer to customers with relevant and timely information about their products and services becomes more important. As you would expect, technology is at the forefront of this change.
Show More
loading
Actions
Is this you?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.Get in touch with Tim
Contact Tim, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack