Julia Izmalkova, psychologist, CEO of IZMALKOVA, a research agency specializing in using the psychology of lying and ethnography for marketing and business, is the only Polish woman speaking at the 2017 Cannes Lions Festival!
The International Festival of Creativity in Communications kicks off this coming weekend. The program features talks by several hundred experts from around the world.
Technology, storytelling, big data, emotions – these are the current keywords in business and marketing. But without understanding what they mean for people, they mean nothing in themselves. Useful technology is based on knowledge of consumer psychology. For storytelling to reach hearts, we need to know what stories create human reality. Big data, without a human giving it meaning, is just information. And information, or a fact, is not yet an insight. And it is insight that is the greatest driver of innovation and competitive advantage. At Cannes I will lead a workshop in which I will present the foundational assumptions of the psychology of lying and guidelines on how we can be certain that we will find the truth necessary for our business decisions. I believe psychology is a tool as useful for business as the internet or Excel, and I care about infecting people with a love of getting to know the human being. The human being – not the consumer, not the respondent – the human being! – says Julia Izmalkova.
Discovering strategic insights for brands and companies is an everyday affair in the ethnographic research that Izmalkova works on. Insights are a springboard for brilliant and effective advertising campaigns that win Lions at Cannes Lions and win the hearts of consumers. So how do you distinguish a true insight from the obvious? How do you verify a lie? Julia Izmalkova will take participants of her workshop on a journey through the meanders of consumer behaviors, emotions, and beliefs. Her workshop, titled Everybody lies: an insight about insights, will take place on June 21.
