What People Say Vs. What People Do
 | In marketing (and in life), the ability to know the difference between what people say and what they will do is essential. It is something that comes more from life's experiences than a class or professional training. And not only is it helpful in marketing, but also in meetings...in reading what clients or colleagues are really thinking. I am reminded of a Michael Eisner's 60 Minutes interview many years ago. He was asked what he saw as the the key to Disney's string of successes in movies. The interviewer queried Eisner as to his research technique, to which he replied "I don't believe in focus groups." Ask someone if they want to see a movie on the life story of Mother Theresa and everyone will say "yes, I'd enjoy seeing that." But if it ever made it to the screen, it would flop. Many times people cannot express what they want. It's creating excellence...making something truly great...people recognize that and are attracted to it. I have conducted hundreds of focus groups, one-on-ones and online studies with everyone from kids to neurologists. It is only when you find clever ways to unlock their real thoughts, to get below the surface of a superficial comment that real insights are derived. I often find that it is by watching people shop, browsing retailers and reading online posts that I get the greatest window into people's motives and mindsets. It is then that a central idea, a real "unspoken" need - one that is unique, meaningful and persuasive - can be created on behalf of a client. It is for this reason, good marketers are discerning observationalists.They have the ability to understand how people act and what motivates them.They get under the surface by becoming an observer of human nature, and dive deeper into "what makes people tick." |
Comments