Using fear in brand development

There are certain things that never change and motivators tend to fall into two categories desires/wants or fear/anxiety.  Both are shown in the diagram above in terms of changing behaviour. Desires and wants are the background to Outcome Driven Innovation and therefore Jobs to be Done generally. Tony Ulwick is quite categorical that the focus...

Labeling is important

  When we started on the quest for a diagnosis for my son to understand why his behaviour was different from other children we were met with the response from some people that you shouldn’t give people labels.   As I have been segmenting and profiling customers for clients for years, this is rather like...

Want to join Kotler (7Ps of marketing) by taking the guesswork out of growth?

Longer post on the various jobs to be done techniques and how these can be used by any company to transform the way they do business.

What is the Job to be Done (JTBD) for the research industry? Is it the JTBD framework?

In the Grit Report (a report looking at the market research industry) one thing that always catches my eye - it is this table on what makes good research and it rarely changes in the way that skills needs do. To me, conducting the research is all about the basics- bias, sampling, validation etc.  It...

3 tell-tale signs of “all fur coat and no knickers” research

Customer insights have never been more accessible to business owners – technology has made the process quicker and cheaper and finally the industry has focussed on providing the customer with what they need (visually stimulating summaries/infographics, video briefing etc.) rather than long dry reports. The process is more flexible – real time information means that...

How to improve a market research programme

A questionnaire is an extension of the brand. It will be resented if too long or it asks questions that overload the interviewee.

Understanding customer needs on their terms

What autism can tell you about customer needs

The weather

Over the last few days I have complained frequently about the weather being too hot, but to be honest, I should have been prepared as the Spanish Plume was predicted weeks ago and I know that the weather makes my sons (and therefore the rest of us) grumpy and restless. Helping clients to see opportunities...

8 points to better research

This is meant to be an 8 point bullet point list to help individuals do better research - if you want more information or detail let me know. Understand why you need this information Search the internet or a good indicator does not exist Talk to your trade association or a professional market researcher for...

The worst advice of 2015…

...only contact happy customers. “The evil that men do lives after them; The good is oft interred with their bones;” Plutarch’s imagined funeral oration from Mark Anthony (made famous by one W Shakespeare) indicates the biggest barrier to companies undertaking research – the fact that it is predominantly seen as negative. Despite a refocusing of...