Most products and services, almost everything we buy and use, has but one job—to make us feel better.
The fundamental reason we use technology of all sorts, from stone tools to the latest iPhone, is to improve our mood, our situation.
We can prove this- research documents the real impact of the placebo effect in medicine. But can we extend this to our everyday lives… are we made happier through the placebo effect in our lives?… Read more
My career took a few turns, coming to Asia for 6 months and saying for 25 years was but one of them.
Rare, in todays job environment is a long straight career path, so take some time to read about the benefits of sometimes taking the winding road, the road less travelled in your search for a great and fulfilling career.… Read more
Is market research accurate?
I’ve been spending a little time dispelling some myths about marketing from the work of Prof. Byron Sharp, et al, and as a sideline, I’d like to talk about marketers and market research.
Is market research accurate- well it depends. As business leaders and marketers we spend a large part of our lives listening to customers, and typically the most effective means of doing this is through market research. … Read more
I’ll continue thinking about brands, businesses and growth, by now considering measurement.
We know that to successfully grow brands you need to win the battle for mental availability in your consumers mind by creating a compelling expectation and the battle for physical availability on retail shelves y delivering a distinctive experience.
So how can we measure mental availability, the quality and quantity of the consumers expectation?… Read more
Over the past months I have been describing the background research to marketing’s new research-based paradigm. And last week i described how to grow through increasing mental availability- by creating a compelling expectation in the mind of the consumer.
Now, I’ll describe HOW you can use these insights to grow your brands and your business by winning the in-store battle, the battle for the shoppers basket thus delivering a compelling experience.… Read more