On a scale of none to thermonuclear The Noble Baron of Marketing, Mark Ritson, is again anointing us with his wisdom, this time in the form of the marketing BS Index. Maslow built his [hierarchy of needs] model from qualitative research on the Native American inhabitants of the Blackfoot reservation who later pointed out that …

The Empire strikes back Fortune favours the brave.  Or in the instance of brands during a pandemic, fortune favours the large.  Big brands are reclaiming the market share they were once hemorrhaging, with many reporting their highest growth in years.  But, because there’s always a but, is back to basics shopping here to stay? (You …

Tube vs. Scooter The Right Honourable Lord of Marketing, Mark Ritson, has been reminding us that our competition may not be our competition. In fact, we shouldn’t be calling it competition at all. Instead we should ask consumers about alternatives: It’s a dangerous blind spot because focusing on self-generated competitors versus market-oriented alternatives means companies …

There is no magic number Have you ever had to defend the number of participants used in a qual study? Err, does the bear wear a tall hat? Emmet O’Brian has nicely summarised a paper by Jacqueline Low on chasing theoretical saturation in its current form – the point at which new information stops emerging. The …

We’re fortunate enough to be growing the team here at Watch Me Think and are looking for another Qual Expert to join our lovely UK team. Here’s a bit more info in case you know of anyone who’d be interested. Much obliged. The Professor will see you now How Brands Grow, the book that upturned …

Best of both(ism) If you’ve ever been accused of sitting on the fence, here’s your splinter edged comeback: you’re applying bothism. Duh. Bothisms: The rare capacity to not only see the value of both sides of the story, but actively consider and then co-opt them into any subsequent marketing endeavour in an appropriate mix. The …