Posted by: Markus on: 24 July 2009
The marketing guys want to do an Ethnography, how do you help them approach it in the right way? Ethnography and observational study are about uncovering a human story that reveals the real behaviors of people who use the stuff you make. It’s about bringing the right stories into the company, rather than fairytales. Here’s [...]
Posted by: Markus on: 23 July 2009
This picture was me using napkins to explain the difference between a market segmentation and a behavioural one – thanks to my patient colleagues for not only bearing with my ramble but surreptitiously snapping the moment and prodding me to write up my thinking. Anyway, Marketing will usually start out selecting markets and breaking them [...]
Posted by: Markus on: 20 July 2009
Is the Brand Republic sign up process honest?
Posted by: Markus on: 18 July 2009
Marketers like structure – it makes them feel safer. They analyse and ponder, mainly at their desks, the trends and patterns of customer demographics. I’ve also recently heard marketers stating that they must be “behavioral economists” and that if marketing has done its job, there’d be no need for sales. Is there nothing marketing can’t [...]
