Red Thread Thinking by Debra Kaye

Author:Debra Kaye
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2013-04-07T04:00:00+00:00

DO LAWYERS LOVE JERSEY SHORE?

I have a friend, a senior partner at a major law firm, who loves watching Jersey Shore. This viewing habit is simply a fact about an individual, not an insight. Could you say that all or a majority of lawyers watch Jersey Shore? Of course not. So this fact does nothing for me if I am trying to innovate a product for my friend and other lawyers. It doesn’t explain why he’s watching the show, or what that says about lawyers at top law firms. One of the reasons why so many people fail when they think that an unusual observation is a key to an insight is that they don’t bother to find out whether or not the observation is linked to a greater cultural extension.

It may become an insight if I can find out why my friend watches Jersey Shore. Is it because men feel constrained by society and by their jobs, and watching the show makes this lawyer experience misbehaving vicariously, giving him that feeling of breaking out, away from the conventions of his life? The cursing and muscles on Jersey Shore might get him in touch with his manliness, which he feels is lacking in his real life. But can you find out whether this is across the board of men who watch Jersey Shore? Is it just for the young, or are men of a certain age also watching? The answers to those questions may provide insights that could be useful in developing a male-oriented product. They may be a genuine clue to the culture. What sorts of products could give men a little less control and a little more exuberance?

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