Archive for June, 2011

Why do people continue to say one thing and do another?

Tuesday, June 21st, 2011

Why do people continue to say one thing and do another? I get this question all the time… “The methodology said it tested above norm……in fact, it was the best tested idea for their norms”. So what happened?

The answer is simple.  Because you are asking questions and they are telling you what they “think” and you are not actually getting to where they make their decisions (subconsciously in their value structure).  The answer lies in getting to their subconscious and correctly mapping their decision making structure through their emotional filters.

A second observation I am very familiar with… “We have invested heavily in training. But in 30 days they are doing it wrong again”. At lunch the other day, I listened while a senior thought leader stated that “people are not trainable”.

If you are “telling” people what to do, they are not able to make a transition for more than 30 days.  TRUE.   You actually need to start with their individual psychology.  They must understand themselves inwardly.  Upon having this clarity, then they are able to align the “intention” of the training.  When you get this kind of “values buy in”, you will find that 60 days or 2 years later they are delivering on your requirements.

We call it values alignment and it works.

~ Margo

What keeps me awake at night…?

Wednesday, June 1st, 2011

MRIA Conference June 1, 2010

I have heard from a few sources that the marketing departments are drying up in Canada.  (Loud sigh), as Canada continues to be folded into Global thinking. LighthouseSearch has statistics collected in support of this statement.

How is it that in MOST companies, research is considered a “cost” and not the lifeline to stay close to their customers in their business?

While we search for ways to improve responsiveness in research, we must first ensure that we NEVER:

  • to have “fast” without “quality”.
  • to have sizzle without the right foundation or methodology.

Our marketers have fewer opportunities than ever to understand their customer. I actually believe that it is the customer that we are ACCOUNTABLE TO.

We heard from many speakers including Dr. Irene Rosenfield, that we must ensure that there is value that translates into sales. Only with that will research be a healthy and protected line within the P&L.

I am going to push even harder. We need to provide INCREMENTAL value from the global truths locally…..or our client base will continue to dry up.  If research and advertising are seen as costs versus business builders THEN WE ALL LOSE.   There are not many Dr. Irene Rosenfeld’s who believe that the marketers need to be in close proximity to feel the pulse of their customer’s.

I BELIEVE THAT WE ARE ACCOUNTABLE TO THE CUSTOMER and through them the client.  Then the work is authentic, objective and will translate into a win/win.

~ Margo

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