The Fallible Gut: A Marketers Guide to Surviving Intuition


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Predicting Customer Behavior: Finding What Works and Why

Don't come to me and talk about behavioural economics. Just say 'we can help explain the irrational parts of decision-making' and I will listen. Rhidian Taylor, head of brand strategy, Barclaycard view source.


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Professor Byron Sharp, Australian academic view source. Dennis Ryan, cco, Element 79 Partners view source. In the past, marketers had worried less about the collateral impact that one brand in their portfolio might have on another. Now with the internet, word-of-mouth and other forms of communications, they know that consumers understand the linkage between brands and also their corporate parents. Consumers have changed. In a number of ways, they trust each other more than the brands.

Alan C Middleton, US academic view source. We all operate with an infinite variety of semiotics. There are signs all around us and we have to read each of them in a different way. Hernando de Soto, president, Institute for Liberty and Democracy view source.

De-Identification Software Package 1.1

Accountability, the ability to make media evaluations and selections based on how effectively the media act to generate marketplace sales, has long stood as the sought after 'holy grail' in advertising and media. The benefits of a well-communicated 'vision' in the innovation process might mean the difference between approval and investment or a return to the drawing board — no matter how good the blueprints. Having an idea in the first place is just the start; bringing that idea to life in a way that inspires others to help it grow can mean the difference between an abandoned sketch on a notepad and a successful finished product in a customer's hands.

If you go running, you put on sneakers. When you go bowling, you take your personal bowling balls with you. Stacy Fassberg, vp, Marketing Celltick view source. Attention is the scarcest commodity in media.

It is also the most strategically vital. Jimmy Maymann, chairman, Go Viral view source. People tell us the countries that we'll have the most difficulty with are France and Japan. They say, 'Nothing you do in the rest of the world will work for us. The differences are narrowing. We used to put the brand in the middle.

Now the consumer is smack-dab in the middle of everything we do.

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And that means we need to understand who our customer is. Joaquin Hidalgo, brand cmo, Nike view source. The paradox of the 21st century economy goes like this: On the one hand, consumers are confronted with an ever-increasing amount of products and services; however, this complexity seems to generate more confusion than happiness. On the other hand, companies face an intensified global competition, which often leads to shrinking profit margins. Richard Gehling, Research International, Germany view source.

The greatest challenge of doing business across cultures and markets is the ability to localise products, services and ways of communication.

Brand Awareness Survey Writing Tips

The bad news for our industry is that we periodically forget that people are notoriously bad at telling us the truth. It is not a brave new world we are facing as researchers, but it is a more demanding one. As our tools grow in number and sophistication, we need better trained researchers to understand them and to be able to explain the results we derive from them. The paradox of success is you need to embrace failure to achieve it. John Kearon, BrainJuicer view source. With the blurring of age and gender, marketers are putting more and more emphasis on understanding the personal values of their consumers.

Research is about engaging in a conversation with a brand.

The most effective online communities for research are those that are branded by the client. Online's departure from our industry's long-term reliance on probability-based methods should not disqualify it as a useful survey methodology. After a decade of extraordinary growth, online research has now entered a period in which there are significant concerns about panel data quality and even about the validity of online as a research method.

Online data collection is here to stay in the continuous panel environment It is not acceptable to hide behind long established processes saying change is a risk.

You wouldn't buy a TV that required you to press ctrl-alt-del to switch it on. Or a fridge, or a car. So why copy the outdated protocols of s computing when you design your software? The brand plays a crucial role in the co-creation process: especially in the non-mediated medium of the internet, the brand offers the only recognisable interface that frames the conversation between producers and consumers. Martin Kornberger, UK author view source. Why has corporate social responsibility failed so spectacularly to address the very issues it claims to be most concerned about?

The clamour for change and innovation can easily drown out the quieter, less sexy voice of continuity — especially as change and continuity tend to be regarded as polar opposites.

11 Ways Emotionally Intelligent People Overcome Uncertainty

Recessions bring out the worst in cost-cutters. It is irrational for costs to become more important when economic conditions are difficult. If costs are important, their significance should not vary at different stages of the business cycle. If cost is the focus of attention, then strategic thinking is superfluous.

The concept of 'the line' came from a financial model that no longer exists — production funded from commission — yet it is still in use today. Mark Hunter, ceo, Molson Coors view source. Ideas and creativity still matter a lot, but they need to be connected to technology, consumer insights, and analytics. People who best learn how to use the tools of creativity will be at the leading edge of our industry.

But you also need to learn to accelerate.

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PDF The Fallible Gut: A Marketers Guide to Surviving Intuition

The tools don't stay the same for a decade. Andy Berndt, md, Google Creative Lab view source. In the old days brands supported big media. Today, clever brands have disintermediated big media and seized control. They're becoming portals. Paul Woolmington, founding partner, Naked view source. The evolution of audience measurement now seems as inevitable as the emergence of digital. In fact, the two very much go hand in hand. Robert Dreblow, marketing communications manager, WFA view source. It's not necessarily about spending more, rather spending more strategically by thinking about the consumer's online 'journey' and reflecting that path in the marketing plan.

Done properly, this strategy could result in higher profits. Diverse backgrounds, perspectives, and persuasions contribute to a more inspiring and creative environment - the kind that stimulates marketing processionals to produce the best work possible. Businesses that support inclusion set an example for their employees and positively influence society - at large - by broadly socializing the inherent value of diversity. The future is a world in which consumers receive only messages that interest them - and only when they are receptive to those messages.

Dave Balter, ceo, BzzAgent view source. The ability to align new product development, positioning and marketing communications with genuine customer needs, motivations and desires is widely held as the way to differentiate brands in an increasingly competitive market place. Market-led innovations is one of the top issues for B2B companies and gaining end-user insights is the largest perceived capability gap.

Vivek Banerji, McKinsey and Company view source. The need to engage businesses and decision makers with customers can only increase in importance, and as it does, the market research industry must recognise that engagement is a facet of what we do. Keren Solomon, Intuit, US view source. We tell market researchers that we don't mind paying more for green benefits but only a minority of zealots ever really will. A campaign that delivers more widespread green behaviour is going to need to be cleverer that that.

Most analogue marketing hits the wrong people, or the right people at the wrong time. Digital is more efficient and more impactful because it can hit only the right people, and only at the right time. The biggest challenges aren't coming from the internet and new technology but rather from the different kinds of relationships customers will demand from companies.

It will take more than sending colleagues to internet conferences to paper over the cracks. John Griffiths, UK planner view source. Strong brands are built on the basis of sound business practice and a great brand experience.

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When solid fundamentals are accompanied by a clear, compelling brand proposition and a strong sense of momentum, a brand is likely to increase both sales and shareholder value. Marketers talk a lot about above-the-line and below-the-line but we don't talk so much about behind-the-line. I'm a big advocate of behind-the-line marketing — what I think of as internal marketing.

Mike Hoban, customer and brand marketing director, Scottish Widows view source. A brand strategy can enable, sometimes crucially, the potential of an innovation to be realised. There are times when you literally need to brand it or lose it. David Aaker, Prophet Brand Strategy view source.

Businesses are beginning to realise that becoming more sustainable can create new sources of competitive advantage, as well as achieving cost savings and stimulating innovation. David Whiting, sustainable business expert view source.

The Fallible Gut: A Marketers Guide to Surviving Intuition The Fallible Gut: A Marketers Guide to Surviving Intuition
The Fallible Gut: A Marketers Guide to Surviving Intuition The Fallible Gut: A Marketers Guide to Surviving Intuition
The Fallible Gut: A Marketers Guide to Surviving Intuition The Fallible Gut: A Marketers Guide to Surviving Intuition
The Fallible Gut: A Marketers Guide to Surviving Intuition The Fallible Gut: A Marketers Guide to Surviving Intuition
The Fallible Gut: A Marketers Guide to Surviving Intuition The Fallible Gut: A Marketers Guide to Surviving Intuition

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