INTERVIEW 12:
MARK ASH

1.Tell us your story …

I’m a lawyer by trade, turned digital marketer, trying to understand the truth of how humans / consumers behave online and what drives them to do the things they do.  I left law because I wanted to do something creative, meaningful and I quite enjoyed understanding how people behave and why they make the decisions they do.  I love the interchange between humans and technology and how technology makes our lives easier and better.  I now work at Yieldify which is a technology business that aims to make online shopping experience easier and simpler, helping businesses convert visitors into shoppers.

2The Interpreters spend a lot of time trying to understand our clients’ customers and segments within the market as you would.  How do you understand the consumers?

I think the starting point is always understanding the context or the purpose behind consumer journeys online.  When we understand that, it makes it easier for brands to create tailored, relevant and meaningful experiences and ultimately help consumers make more informed decisions and purchases.

3. We do a lot of problem solving at The Interpreters so we’re interested in how other people solve problems. How do you approach problem solving?

For us, problems are all about what stops or hinders people from making purchase decisions so how can we make it easier, simpler for them to get to the end of their experiences or mission.  Ultimately every consumer journey has some type of purpose in mind so we need to understand what that purpose is and what’s stopping it from happening.  You can’t solve a problem if you don’t know what the starting objective is so we solve problems by going back to the start.

4. Interpretation is subjective but a key part of our analysis. We’re always interested in the ways other people might interpret key trends or things of interest from their specialism. How do you interpret the Brexit?

I think the Brexit decision was based on fear.  It was based on people’s understanding of the world around them.  Unfortunately, the media’s job is based around creating stories which unnecessarily provokes fear and while it doesn’t necessarily represent the truth, it can drives an outcome.  In the UK situation, fear about immigration, fear of Islamophobia, fear of Middle Eastern turmoil and its impact on European life drove certain outcomes and Brexit unfortunately is one of them.  It creates irrational tension and politics drives irrational tension and that has implications for everyone involved.

5. Because we firmly believe that Information is Beautiful, we would like to give you a copy of Information is Beautiful, ‘a stunning visual journey through the most revealing trends, fascinating facts and vital statistics of the modern world’. Because first impressions matter, have a scan through and tell us which visualisation caught your attention and why?

I like The One Machine.  I like it because it represents the interconnected relationships of the world around us and the influence of so many things in our decision making.  We often see things in a very linear way and I don’t think that necessarily represents the truth as there are so many influences on our decision making.  Our brains sometimes can’t cope with all the information in rational ways but when you visually represent things, it allows us to process data more effectively than otherwise.