Posts Tagged ‘Market Research’

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

Emotion is a bad word

Saturday, April 16th, 2011

We walk into many meetings and have learned to leave the “word” emotion in the parking lot. It is an uncomfortable word that has been so overused or rather misused or …worse considered to be soft and not play a role in decision making.

Everyone buys to satisfy a subconscious need(s)……..if you can’t get beneath the surface….then you might be guessing how to best target your customer. Even the toughest critic (the Senior VP) who states two slides in …that it feels too soft…and by the end is grinning from ear to ear now that he/she understands the “power” in the emotion that he/she is selling.

Emotion is not a bad word….in fact when you understand the rules and context…even the toughest of the tough….begin to change their vocabulary to include one or two of those powerful words.

~ Margo

Building trust has never been more important to your customers.

Sunday, October 17th, 2010

We have just completed an in-depth investigation that defines significant behavioral dynamics associated with decisions and how people view themselves.

We just completed a large study (sample size of 33,000 18-29 year olds, with 51% female) in the US.  The results were compared to a similar study completed in 1985.

There are consistencies with how this demographic views themselves.  Relative to the world around them, they have a slightly greater sense of freedom, individuality and control.  Their desire to be leaders, making smart choices and pride is also slightly greater.

The big change however, is that this group of 18-29 year olds, have significantly less trust in their relationships and experiences today.

So what does this mean?

They trust themselves (internal). They don’t want to be sold (external).

Companies will do well that have problem solving vs selling styles, two way relationships where the customer feels like they are considered in decision making, brands that “inspire” versus provide a creative solution…….

StrategicVision Worldwide ValueCentered Study Youth June 2010.

~ Margo

The REAL VALUE of a conference

Sunday, June 6th, 2010

I have always been a big believer in sending my people and personally attending conferences.

The MRIA was no exception.  Conferences create provocative thinking. If the speaker content is good, it provides an opportunity to take nuggets and apply them to your business without phones ringing and meeting interruptions.

To connect and grow in any business segment today, you need provocative thinking.

Take Hewlett Packard as an example.  Satjiv S. Chahil is Senior Vice President of Global Marketing for HP’s Personal Systems Group.  He provoked his team to get outside of technology and built fashion into his business. The result…..changed the course of their business and sales.

Eileen Campbell who demonstrated that creative must do more than win awards. It must support the client’s business. Her example rang home with the $1.6MM beer commercial in Australia that did not move the business one share point.

And then there was the Cadbury Gorilla Commercial that broke all the normal rules.  It demonstrated through music and close ups of the impact that the five senses were having as “joy” led to such passionate energy.  And not one product shot until the last 5 seconds.  And it pre-tested well and is driving sales in market.

Or getting a conversation around “love” to be comfortable in the boardroom.  As my panel members Tim Keiningham and Jannie Hofeymer shared after our session…..love is right tool.  The people that love your brand have the right insights for sales growth.

We just need to provoke comfort around “love” in the boardroom.

MRIA Fun

And of course there is always time for fun.  Here are some of the shots from the 1950’s gala that was set up for us.

Here are a couple of shots from my Panel presentation with Jannie Hofmeyr and Tim Keiningham.

~ Margo

The Traditional View

Friday, March 19th, 2010

We have more clients who share with us that research has indicated that they are not doing something quite right…..a lot of times they cannot make the change….or …..the changes simply bring them closer to the competition.

What are you doing right? What are the “loyal” consumers buying from you? It has been fascinating watching brand managers shift to feeling such a sense of “pride” when they understand the “power” of what their OWN brand delivers….and then just simply doing more of that RIGHT thing!!!

~ Margo

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