Obvious Questions
Generic Thinking
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Jim Mott
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I am a London based professional outsider who offers weaponised ignorance to ask questions that get my clients to the most useful meeting point between
culture, behaviour and strategy.
I help when teams are too close to a problem to solve it for themselves. An audience that needs rethinking, behaviours that need unpacking or shifts in culture that need a response.
I work with thick data to bring to life the things that matter most to people — from the texture of daily life to the bigger cultural shifts that shape what they want and why.
I can jump in on a project that is already up and running, help you to design something from scratch or run the whole thing. My experience covers most sectors and scales from local briefs to global programmes.
I also deliver training for research and insight teams at leading consultancies and agencies.
“Jim is one of the very best freelancers I've worked with. He thinks deeply about the challenge he is addressing, and produces sharp analysis and deliverables that land with impact. He's a very talented researcher.
What's more - from day one Jim acted like he was part of our team. He invested time in people's development, was diligent in his attention to detail, thought broadly about any x-functional challenges, and was hugely popular and well liked.”
Chris Krienczes - Head of Insight, Canvas8
Case studies
Shifting Cultural Narratives Around Premature Birth
A national charity wanted to challenge narratives that focus on premature babies as ‘heroes’, pushing the difficult experiences of parents to the margins.
My work explored how these narratives play out in real families' experiences, and gave the charity a clearer basis for reframing how they talk about premature birth and the support they offer.
An automotive client had detailed profiles of its target audience, but nothing that would add any humanity to the numbers.
Days of fieldwork created profiles built on the hopes, vulnerabilities, contradictions and tensions that make people real, fleshed out with film and photography compelling enough to be exhibited as part of the launch event for the vehicle they were made for.
Informing Comms for a New Car Launch
Immersive dine-alongs combined with a review of wider trends in hospitality and dining revealed a clear direction - immediate improvements alongside a more coherent articulation of the brand - that delivered a measurable increase in sales the following quarter.
A £73M restaurant chain was losing ground with an outdated offering that didn’t speak to what their customers really wanted.
Revamping a £73M Restaurant Chain
“Jim's sharp, passionate and a great person to work with. Always curious with the details, then quick to take a step back to see the bigger picture. A very good brain to have in the room....”
Matt Baker - Co-founder, BAMM Global