I’m back in London and feeling quite energised after my trip to LA – not only because of the refreshing weather (which obviously did help), but because of the research agenda conference. I was quite hasty in my judgment of the ‘research’ people not being able to think outside the box, because by the end of the two days they had proved me wrong, with some really insightful approaches. It’s given me the desire to want to do something new.

The research stuff was also interesting – I was worried that they’d use jargon that I’d have no idea what they were talking about, but a lot of it was in layman’s terms. They also did a lot of stuff on social networking that was really interesting. One of the most interesting presentations revolved around the idea of social networks being associated with behaviour – ultimately people associate with others like themselves.

It seems obvious enough – and actually if you’ve ever been to any school with the cliques (or even in workplace settings coming to think of it), you’ll know how important the influences in these networks can be, and even the importance of your social networks. Such thinking helps you to target your efforts – think about it, the diffusers of change will be faster when led by popular opinion leaders (think Oprah).

Now I need to figure out how to identify the influencers for our audience… Though thinking about it, it’s probably the people we see in popular culture… hmmmm that might be a bit of a problem. Let me think about that one.