Doesn’t it seem the way we marketers talk to consumers in focus groups can sometimes feel unreal? We do all the asking; they do all the answering. We presume the category is something that matters to them. We act like they’re the experts. We call them “respondents” as if they’re answering robots. You can probably […]
I have talked to thousands of people in qualitative research over the years and this truth has always stuck out to me…when people say they “try” to do something it essentially means they don’t do it but would certainly like to think about themselves as someone who would do it. “I try to work out […]
There’s not much more enjoyable on a Saturday morning than drinking coffee and reading the WSJ Weekend Edition. Appropriately last week, I was attracted to a description of a new coffee brewing system showcased in their “Fall’s 50 Best” feature. It was perfect timing as I’ve been thinking about raising my coffee game at home. […]
I think consumer segmentation is a great tool. I admire marketers who have the discipline and focus to build brands around segments. But segmentation has a dark side. It causes us to dehumanize people. And when we dehumanize our consumers, our brands suffer. Brands that connect with their consumers on a deeply human level, on […]
I have listened to people talk about their lives, brands, ads and marketing ideas for 30+ years – in the advertising world and as the founder of RealityCheck. I’ve always been fascinated by human nature and how it always, always drives marketing – whether we realize it or not.