Lesson taken by Jason Fulton at Alma Graduate School

1. Jason Fulton

2. M.I.N.E.
(which stands for both a personal possessiveness and for digging)
Muse  bringing company departments together and make them
communicate to find out what their purpose is in marketing. Help
them in finding the big questions and what they want to discover
about consumers and the brand opportunities
Inspiration  immerse brand in ethnographic research methods.
Moved from a quantitative methods to a qualitative, understanding
consumer behaviour and focusing on the “whys”.
Nurture  co-creating new ideas with the brand and facilitate their
thinking
Express  co-produce strategic tools for the brand in order to
make the product memorable for the consumer and create an
experience for them

3. Fostering an “Informed
Intuition”
“To be informed is to know them.
To be intuitive is to lead them.”
Helping companies extract and believe in their “gut feelings” in
order to act on them
General company process (4 steps)  briefing product teams;
briefing marketing teams; briefing agency partners; consumer
experience: advertising events retail digital
this Memento thought about a previous step: 0.1 Insight

4. Social Listening
Create a real-time social media platform where a brand
can find consumer interests and inspiration.
Continuous flow of information from the customer to the
brand.
Issues on ethical concerns?
Future Proof: analogue + digital = Insight

5. Where thisMemento comes
in…
ThisMemento begins their insight work before (3 months)
the complicated marketing process begins for the
company – tries to get ahead of the process in order to
get better results
Find the right archetypes for the brand through personal
interviews (no database, no CRM, no social media)

6. Thank you
Marina Cardinali
Giulia Pozzi
Dalma Ricci
Virginia Sgargi