58: "Research is creative as much as it is scientific" with Planning Director Sarah Benson

We’ve taken cover in the jungle and laid bait of some intriguing research in the wild to snare planner, pattern spotter and people watcher, Sarah Benson, this week.   Currently a Senior Planner at adam&eveDDB, Sarah is an exceptionally talented strategic mind with 12 years’ experience making telly ads, creating brands and finding out what people really think.  She chats to us on being fired from her first job at IKEA, tackling industry biases, why planners should pay attention to the mundane, pattern spotting, research in the wild, cracking on, hard pants and lots more. Plus, a bonus pitch story of power, corruption and blueberry cheesecake.  ///// Follow Sarah on Twitter Sarah proudly dedicates this episode to @izzihays, give them a follow too Check out her film recommendation The Florida Project  Sarah’s book recommendations are: The Optimists Telescope by Bina Venkataraman  Trick Mirror by Jia Tolentino   Perfect Pitch by Jon Steel  /////