Package Design - November/December 2014 - 27

ADVERTORIAL

THOUGHT LEADER SERIES

Insights: The key to deﬁning the future of your business
insights, can start to provide answers to bigger
questions, such as, "Why are people
disconnected from our brand?" or "Why are
people choosing another product over ours?"
For many brands and businesses, however,
there is a gap in knowledge between the
process of collecting data and the analysis
that it takes to make it meaningful.
Ronald de Vlam
CEO and Founding Partner,
Webb deVlam

In the September issue, I talked about
translation as the pivotal moment in our
process where insights are synthesized into
big ideas through design. The diligence
required to find these elusive insights should
not be overlooked and requires three
compontents to be successful: the right
people, the right tools and the right space.
Today's world is inundated with 'big data,'
masses of information that brands and
businesses collect about their consumers
with great speed and ease. While data
collection is relatively easy, finding the
meaning in the data is quite difficult. In fact, I
think that without a contextual view of data,
it can be both overwhelming and, at times,
quite misleading.
Applying that context allows for a greater
macro view (or the 'why') of what's going on a
micro level. These moments of clarity, or

Skilled experts are needed to synthesize
various data sets and distill the insights that
can lead to this big-picture view. Beyond just
the delivery of insights, there is then the need
to translate these insights into relevant and
useful direction that can help identify
opportunities for a brand or business' future.

"...Armed with the right
insights and inspiration,
you can ignite change."
At Webb deVlam, our strategists flex a
multitude of creative and cognitive skills that
keep our methodology agile and current. But
what leads to even greater output during
research is the inclusion of our design teams.
The collaboration between creative strategists
and strategic creatives to discover, synthesize
and apply insights together elevates the
potential to deliver big ideas that can be
brought to life through design.
Because we place such importance on finding

and leveraging the meaning behind data, we're
creating a brand new, state-of-the-art space
where we can help brands and businesses
leverage the power of insights for their
continued evolution.
With the first location opening in Chicago, this
new environment will provoke thought and
inspire creativity among our teams and our
client partners, empowering everyone to come
to our facility ready to solve complex business
challenges and walk away with a plan of action.
This space is built upon our belief that when
you bring together the right people with the
right tools in the right environment, armed
with the right insights and inspiration, you can
ignite change. We are there to drive, support
and guide as needed; or step back and let our
clients ask their own daring questions.
Everyone will walk away with insights that can
lead to strategic and creative solutions that
move them one step closer to success.
If you would like to learn more about this space,
please contact our research and project
manager, Stacie Kern, at 312.327.1709.
Ronald de Vlam is motivated by the basic idea that
people come together for the purpose of making things
better. It's this philosophy that he's infused into the
Webb deVlam mission and company culture. For him,
the magic of design is within its ability to express big
ideas in ways that help brands connect with people in
innovative - and meaningful - ways.
Package Design - November/December 2014

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