Category Archive For "Thought Leadership"
Empathy? Not feeling it.
Consumer closeness? Not even close. Consumer centricity? More like on the periphery. There is plenty written about these 3 key approaches to market research, but no one has nailed it. No one has got it working in such a way that they are really understanding people; and as a result, no one is really winning …
Breadth and Depth: How to become a better Market Researcher
Despite (or perhaps because of!) the growing number of training courses in consumer / market research, it can be difficult to know where to start. So, as someone who once found themselves wondering that exact thing, here are a few tips. A good researcher needs to build two things: Breadth: A strong technical skill set …
Qualitative behavioural research: key principles
Qualitative behavioural research allows us to understand the what’s, the how’s, and the why’s of peoples’ decision making and the consequent actions taken. As market/shopper/consumer researchers, we want to learn and gain an empathetic understanding of: what consumers do, how they do it, or how they make a decision, and why they do it in …
“We accept the reality of the world with which we’re presented.”
Anyone? It’s a line from the 1998 film The Truman Show – the story of an insurance salesman who slowly discovers that his whole life has been a television show. A work of fiction that is precipitously and painfully close to real life. Because all the things we often perceive to be true, may not …
Consumer centricity: Why are we still getting it wrong?
It’s like trying to find hay in a haystack. To find a CEO or a Marketing Director enthusing about a consumer-centric strategy here, an empathy directive there, a desire to put the consumer at the heart of everything, everywhere. “A strategic priority for management is consumer-centric growth” Dirk Van de Put. CEO, Mondelez So common …
Artificially Inflated Future?
Every time I hear someone use the term “AI” I usually cringe. You say tomaytoes, I say tomahtoes. They say Potaytoes, I say a pair of King Edwards to that. AI is NOT all the same thing. Many people use the term to cover wildly different things – from Siris to C3POs to HAL9000s – …
Three Themes from IIeX Behavior
Members of our Chicago team spent two days at IIeX Behavior, an industry conference for researchers and marketers alike. The conference sets out to help attendees better understand, measure, and predict consumer behavior through behavioral science techniques and technologies. It wasn’t all green smoothies, virtual reality and semiotics – so what were three big themes …
The Talkers and The Listeners
In March 2018 we ran the Power of Storytelling event. and we were fortunate have Ella Jackson from Unilever come and to talk to us. Now I’m a big fan of GIFs and an even bigger fan of Potter, so her talk was an instant thumbs up. But, most importantly, Ella has a shed load of presentation experience, and even …
Short Musings: Going social media cold turkey
How much have I missed whilst staring down?
How much have we all missed?
It’s time to start looking up.