The first stage of Sonder & Tell's strategic process is to sink deep into research. You know: interviewing stakeholders, analysing competitors and checking out the brand category. But we also make time to immerse ourselves in the real, surrounding world and pull insights and patterns from less obvious places. 

Strategist Duncan Dodds says: "Insights are frequently not gained from a deep emotional understanding of the ‘consumer’ but from the context / environment they inhabit and engage with the product / service brand." 

To find the really interesting insights, we go down rabbit holes, follow tangential conversations, tune into culture and observe the mundane happenings of our everyday lives. Recent shares in our Slack include an article on urban mining, a first-person monologue from the point of view of a beanie hat and a think piece on the boundless optimism of the Spice Girls. We call it: The Vortex.
 

Eventually, we get to a space where we see references everywhere. Cue shared Instagram posts: "This is so Popsa!!!" Big shout out to the frequency illusion – learn something new and it shows up all over. 
 

Think of it this way: when you read a story that lacks detail, it makes for a bland and uninspiring experience. But set the scene vividly, pepper the story with 'oh yeah!' details, and show an understanding of the characters, and you’ll bring the story to life in a way that moves and inspires. Apply this thinking to brand stories, and it becomes apparent that entering The Vortex is an essential part of world-building – so long as you can pull that insight back out and into something that makes sense in the real world too. Clarity after the storm.

Our advice to you is lean into The Vortex. Note down unusual observations. Keep an ear out for passing conversations. Make connections. Keep digging until you find gold.
 

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