Insight, Analytics and the New Marketing
Culture Carrier
Our latest Doublethink video is an interview with David Art Wales, Prime Minister at the Ministry of Culture.
I’ve known David for over a decade, and in that time he has become something of a fixture on the New York alternative research scene. I bumped into him again at a discussion between Moby and Walt Mossberg, the Wall Street Journal technology writer, at the Lincoln Center last summer. As I was walking in, I thought who on earth apart from me (and my friend Mike) would attend such an event. Sure enough, there was David.
It’s typical of the kind of curiosity that he digs out. Strange on its own, when it’s placed in a mosaic, it gives a new angle on the culture at large.
The Ministry of Culture has carved a unique niche in the space between documentary film-making and research. David started off in television production in Australia and he sees his work more as content than fact finding.
This approach turns many research orthodoxies on their heads. For example, in this film he talks about how, rather than using traditional recruitment to find “pure” respondents (who are usually anything but), he deliberately recruits the opinionated.
In fact, recruitment is the key to what he does. He is a people collector and has access to an eclectic bunch of tastemakers who can inform on just about any subject. (Check out Reverend Jen’s Lower East Side Troll Museum, which makes a brief appearance.)
Listening to David, you’ll begin to ask questions yourself about what information is and what is inspiration. Is there a difference?
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