The Jimi Hendrix Experience

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Fight and Flight What people want at the
weekends What people want during the week And
what we can do with this very interesting
information
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The working week is stressful
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People worry about the recession, redundancy and
house prices
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Sorting out a tradesman
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Looking for a job
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Worrying that they have cancer
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Or heart disease
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They look for information on domestic violence

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And want to do the right thing by the community
and the wider world
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But on the other hand, they spend their weekends
having fun
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Dreaming about a life of luxury
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Theyre learning new skills and looking for
ideas
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Planning their escape
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Deciding their TV viewing
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Saturday night is NOT the night for dieting
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Nor for kids to do their homework
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But for baking cakes
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And playing with themselves
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And some searches have a twin-peak pattern,
mid-week and at the weekend, such as hairstyle.

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or Baby names
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The exception that proves the rule On Monday
2nd of February, we were more interested in
building a snowman than in losing our jobs.
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• In other words
• if we expect to enjoy doing or learning
  something, we search for it at the weekend.
• if we dont, but need to sort it out, we search
  for it in the first half of the week
• if we need to know or do something, but it might
  be fun, we search for it in the second half of
  the week

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The weekend
The week
Inspiration Fantasy Personal fulfilment
Information Reality Responsibility
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• This has implications for
• Consumer attitudes and motivations
• Brand values and behaviours
• Tone of voice
• Media targeting
• Engagement strategies

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• For example
• Brands that offer rational, practical solutions
  could do so from Monday to Wednesday.
• Brands that offer escape, pleasure and
  inspiration could do so at the weekend.
• Brands that offer both, can be calm, supportive
  and helpful on a Monday and Tuesday but
  exuberant, inviting and exciting at the weekend.

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Maybe we should have done this on a Tuesday..

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And this on a Saturday?

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Now that we know What can we do? Discuss