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Creative Analytics: The next Wave of Storytelling
The Sound was founded nearly 11 years ago with the mission to challenge convention, having witnessed a myriad of bland, boring and somehow simultaneously over...
Digital Happiness and The Battle for it
Audible launched a rather lovely new campaign yesterday focusing on the relative emotional benefits of spending time with their app for digital happiness, rather than...
The Sound’s Magic Sauce
It wasn’t too long ago when a qualitative research report would start with a disclaimer, almost an apology. It would say something like “the following...
Confessions of a Professional Respondent
Researchers often refer to professional respondents as cheaters, as people that stand in between them, honest investigators and the truth. They use disciplines such as...
Why We Use Documentaries to Help Marketers
Documentary filmmaking is hot right now. As the means to make a movie get cheaper, and people better understand what kinds of stories are worth telling, the appetite for nonfiction storytelling on our various screens has grown. And while stories about, say, pop stars who died young and tragically or delightful animals in their natural environments certainly sell, there’s plenty of room to innovate and see what else we can learn by following around interesting people and documenting what happens.
The Art of Storytelling
At The Sound we are obsessed with telling people’s stories and following narrative arcs through our written work and films. We keep bragging about how...
In Defence of Empathy
Empathy is having a rough go lately In 2010, a study from the University of Michigan’s Institute for Social Research found that college students’ self-reported levels of...
Sex in India: Sex, Love and Desire
‘Sex in India’ is an ongoing series of interviews developed by The Sound Mumbai that will cover professionals trading in the “underground” world of sex....
Losing It: Tearing up the Rules of Sexuality
The Sound talked to Kate Monro, author of the book ‘Losing It: How We Popped Our Cherry Over the Last 80 Years’. We explored the impact of losing one’s virginity and how that changes across generations and what this means for future generations.