Love is Listening – Google Audience Insight 2018-05-10T13:59:07+00:00

Project Description

Love is Listening – Google Audience Insight

Challenge

In the age of information, we are constantly seeking for something new with our devices. From checking out latest friends updates to reading all unread messages. Our phone keeps receiving badges and notifications from all of these updates, and we can’t help but check on it. As the result of that, our phone becomes the irreplaceable part of our lives.
One of the phenomena that appear from our addiction to phone is Phubbing– the act snubbing your partner in favor of your phone. Based on a study conducted by Baylor University, 46% of people phubbed by their partner, and 22% of them caused tension.

Method

As we focused on young adults to adults who severely affected by Phubbing phenomena, we conducted interviews, surveys, and desktop research.

Insight

We found out that the causes of Phubbing are not on technology alone, but ourselves as well. As a matter of facts, Beatrice de Gelder, a cognitive neuroscientist & neuropsychologist, said: “Listening is more complicated than
simply hearing and knowing languages”. It took an effort to listen by looking at the gesture, tone, facial expression and the context of the conversation. But, technology changes the way we interact with each other. Clearly,

People aren’t good listeners in general,
but technology doesn’t have to make it worse.

Execution

As an enabler of every progress of life, Google has given us the opportunity to learn, succeed, and be heard. But they should also give us the chance to learn how to listen.
On Valentine’s day, we encourage Google to partner with StoryCorps, a non-profit that has been doing well on archiving great stories through pop-up recording booth. Google with the AI and AR technology could allow these archived stories told more interactively.
Following that campaign, we also encourage Google to implement little updates on the Google Calendar that allow people to find time to listen, on the Google Maps to look at locations where people could have an intimate conversation, on the Google Home to remind us to keep in touch with our loved ones.

Pictures from various sources. This is part of SVA’s Master of Branding exercise. Team members are Tara Chen, Ina Dimitrova, Kristina Ermolenko, Michelle Kwiatkowski, Christine Shin, and myself. Class conducted by Andrew Millman from Interbrand. None of these datas used are coming from Google.