Filip Lau
Partner, Head of ReD Associates, Hamburg
Sociologist and entrepreneur Filip Lau manages the Hamburg office of ReD Associates. Prior to ReD he was a partner at both e-Types and the design firm Kontrapunkt. Filip holds a MA Sc. in Sociology and has extensive experience in working with consumer studies, marketing, design and R&D.
Keywords: mobility, end users, telecommunications and media
Keywords: mobility, end users, telecommunications and media
On being curious
I've always been interested in the things that surround me. This general curiosity towards the world is one reason why I chose to be a sociologist, and also why I worked for a time as a journalist. It also explains what compelled me to write a book on globalization and to ask how business, politics and culture have been shaped by such a phenomenon.
The same can be said for the challenges clients present me with. Thinking about why cultural differences in markets impact product decisions or why it is that there are more gyms than post offices in NYC give me more than enough fodder to satisfy my curiosity! Some people say it can be dangerous to be obsessed with a topic or project, but I feel it’s quite the opposite.
On methodology
I've been with ReD from the very start and one of the things I think makes us different is our approach to people. People. Real people - as opposed to anonymous numbers - are the starting point for our problem solving process. I believe the key to uncovering new perspectives lies in the richness of qualitative data. Many companies believe that numbers are safe and trustworthy. I acknowledge, respect and use numbers all the time, but it's in qualitative data where I find the magic and the new.
For instance, we would never have been able to see new business opportunities in twentysomethings' lives if we hadn't gone deep into understanding their lived realities. And we would never have been able to gain a critical edge on smart phones if we hadn't given ourselves the time to look into the relationship between smart phone users and their superiors at work.
I enjoy designing a rigorous problem solving process using an open mind and a deep approach. Being aided by advanced software tools in that effort makes the process even more rewarding, not to mention precise. I am a big fan of software as a tool for insight development and pattern recognition.
On change
Back at university I was taught to define problems and analyse them. Critical social theory gave me lenses to study the world and its challenges, but not the tools to solve them. One of the corporate values I cherish most here at ReD Associates is what we call "tangible creativity" – a measure of which is developing a tangible solution for our clients. This standard means that critical analyses alone are not acceptable, nor are generic recommendations. Rather, what makes change possible is building tailor-made concepts that address a specific client need. We see all the time how this has a significant impact all the time. It’s what gets clients and their markets to perform differently.
I've always been interested in the things that surround me. This general curiosity towards the world is one reason why I chose to be a sociologist, and also why I worked for a time as a journalist. It also explains what compelled me to write a book on globalization and to ask how business, politics and culture have been shaped by such a phenomenon.
The same can be said for the challenges clients present me with. Thinking about why cultural differences in markets impact product decisions or why it is that there are more gyms than post offices in NYC give me more than enough fodder to satisfy my curiosity! Some people say it can be dangerous to be obsessed with a topic or project, but I feel it’s quite the opposite.
On methodology
I've been with ReD from the very start and one of the things I think makes us different is our approach to people. People. Real people - as opposed to anonymous numbers - are the starting point for our problem solving process. I believe the key to uncovering new perspectives lies in the richness of qualitative data. Many companies believe that numbers are safe and trustworthy. I acknowledge, respect and use numbers all the time, but it's in qualitative data where I find the magic and the new.
For instance, we would never have been able to see new business opportunities in twentysomethings' lives if we hadn't gone deep into understanding their lived realities. And we would never have been able to gain a critical edge on smart phones if we hadn't given ourselves the time to look into the relationship between smart phone users and their superiors at work.
I enjoy designing a rigorous problem solving process using an open mind and a deep approach. Being aided by advanced software tools in that effort makes the process even more rewarding, not to mention precise. I am a big fan of software as a tool for insight development and pattern recognition.
On change
Back at university I was taught to define problems and analyse them. Critical social theory gave me lenses to study the world and its challenges, but not the tools to solve them. One of the corporate values I cherish most here at ReD Associates is what we call "tangible creativity" – a measure of which is developing a tangible solution for our clients. This standard means that critical analyses alone are not acceptable, nor are generic recommendations. Rather, what makes change possible is building tailor-made concepts that address a specific client need. We see all the time how this has a significant impact all the time. It’s what gets clients and their markets to perform differently.
