Moments of pleasure

In the course of a single day, we all have different modes of operating – we might find ourselves on autopilot during a routine event, inspired while enjoying music, reading or scrolling, or frustrated by annoyances and inconveniences. The rich span of human emotions is experienced by each of us, yet they can be felt in different ways, at different times and triggered by different circumstances.

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By placing the participant in the storytelling seat (and with a smartphone in hand!) we asked two different consumer segments to capture the flow of a single day – the mundane, the interesting, and everything in between!

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Through this ethnographic approach we noticed what we call ‘Moments of Pleasure’ (pauses in their day marked by a sense of relief, calmness and enjoyment) being especially meaningful in the lives of our groups. Through careful observation and applying societal and cultural interpretation we identified several key Moments of Pleasure and the circumstances and factors at play that generated them.

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For each each segment, we highlighted distinct opportunities for our client’s brand to have a role in each of these Moments of Pleasure.