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#theactivespace #outdoor5. Sight – uses more bandwidth than all the senses combined.

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Presentation on theme: "#theactivespace #outdoor5. Sight – uses more bandwidth than all the senses combined."— Presentation transcript:

1 #theactivespace #outdoor5

2 Sight – uses more bandwidth than all the senses combined

3 The Active Space: it’s the real world

4 The Active Space: a rich context for planning Verica Djurdjevic, PHD Ambience Activity Proximity Occasion Time of day Social Environmental Immediacy

5 The Active Space: where we do things 100% of commuting

6 The Active Space: where we do things 100% of driving

7 The Active Space: where we do things 100% of eating out

8 The Active Space: where we do things 100% of playing sport

9 The Active Space: where we do things 100% of live music, arts, shows, concerts

10 The Active Space: where we do things 100% of time in pubs and bars

11 The Active Space: where (pretty much) all the fun happens 99% of dancing, picnicking, flirting, finding new partners, going to the gym, sunbathing, cycling, walking the dog, hanging out, jogging, skateboarding…

12 The Active Space: where we do things 80% of socialising with friends

13 The Active Space: where we do things 88% of shopping Source: Centre for Retail Research UK, 2014

14 The Active Space

15 Outdoor – the universal connector

16 The Active Space: at 18 hours a week outdoor occupies 28% of media contact time Source: IPA Touchpoints 5 - All Urban Adults

17 The Active Space hypothesis A higher level of physical activity = a higher level of brain activity

18 Our focus today

19 Three new pieces of research -Purpose (Jon Armstrong, Dipsticks) -Mood (Rob Ellis, COG Research / OnDevice Research) -Mindset (Dr Amanda Ellison, Durham University) -Sales directors’ perspective (Daemon Brown of VeriFone and Chris Forrester of Primesight) -Nice surprise


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