Leveraging Expert Insight to Illuminate our Changing World

A surgeon, a lawyer, a psychologist, and a nonprofit exec walk into Zoom room... and Happy Hour Hypotheses was born.

The original goal was to bring together great minds in research and adjacent fields of marketing, branding and advertising to form predictions about how consumer behavior is changing due to Covid-19; over virtual drinks, of course.

While most firms (including Basis) are reporting about consumer attitudes and behaviors, we want to add a different perspective - expert opinions that provide a foundation for all this claimed data.

Experts are great at shedding light on relevant context and giving us a preview to the future through past experiences and stories.

While we were organizing the Zoom calls and creating happy hour cocktails, we realized that we were already having some of the most interesting conversations on this topic with family and friends – most of whom are experts in their own right, but in industries far from the marketing world. So we expanded our conversations to include professionals across many industries to uncover what changes they see happening to their clients, patients, students, customers, and constituents around the world.

So far, we’ve talked to 12 experts in law, medicine, brand strategy, psychology, advertising, tech, education, politics, nonprofit, and data analytics.

These conversations have illuminated the human experiences behind this all and how much human understanding is needed to help brands understand how to shift, prioritize, and communicate now and in the future.