The Limits of Market-Research Methods - Advertising Age - CMO Strategy:
All of this means that people are not just harder to reach, but harder to understand. What’s available on the surface of things — in conversation and interviews — is sometimes richer than what preceded it, but it is also far more polished, self-conscious and potentially misleading. It’s not that people are lying to us in focus groups or in-depth interviews. On the contrary, they’re trying to help us, and that’s where the trouble starts. They’re trying to figure out what it is we need to know and give us the right answer. But if someone has different profiles posted on MySpace, Match.com and Wikipedia, which one are they going to share with you during the IDI, and what else are you missing?
Aikido, the Korean martial art that stresses using the opponent’s energy against themselves, can also be a useful strategy for media. For example, the snip from an AdAge article above is arguing that market research is getting more difficult because people are more confusing. They have too many personalities. Darn! That’s what you get when your promote a schizophrenic experience in the world, and now you want to complain because people have learned to play your game. Crocodile tears.
0 Responses to “Another reason for media Aikido”