The Aspiration Window

The new research study explores the aspiration gap between adland and the mainstream.

Join Andrew Tenzer and Ian Murray for a thought-provoking event measuring the advertising community against consumers, this time with regards to aspiration.

Understanding and shaping people’s aspirations is the stock in trade of advertising. From helping 'you work, rest and play' to saving the planet, advertising now seems to have something to say about every conceivable human goal. But our understanding of aspirations are determined by our subjective experiences, and this creates a profound creative and executional challenge for the industry. 

For the past three years, Reach Solutions and house51 have been using groundbreaking techniques from the world of cognitive and social psychology to reveal how people working in advertising and marketing unconsciously interpret and experience the world differently to mainstream audiences. So this begs the question - can adland really understand mainstream aspirations? 

Andrew and Ian will be presenting their research into this - carried out both before and during the pandemic - before discussing their findings with Orlando Wood, Chief Innovation Officer, System1

Andrew Tenzer

Andrew Tenzer is Director of Group Insight for Reach Plc - the largest commercial news publisher in the UK. He is responsible for designing and executing insight across its portfolio of brands. Andrew has worked at some of the most prestigious media brands, including Channel 4 and the BBC. He has delivered several award-winning projects throughout his career including the much talked about Empathy Delusion. Passionate about marketing and advertising, Andrew is obsessed with understanding what makes people tick. @thetenzer 

Ian Murray

Ian is the co-founder of house51- an award winning research and strategy collective based in Glasgow and London. Taking a cross-cultural perspective, we conduct domestic and international research focusing on understanding people, not 'consumers'. We apply the latest thinking from the behavioural and social sciences to help our clients develop relationships, products and services for the real world. @ianhouse51

Last updated 21 January 2022