Why Did Leave Win? The UK’s EU referendum result surprised many people outside the UK. But a review of the strategies used by the campaigns gives some clear reasons for the outcome and provides some important lessons for marketers. The Remain campaign was expected to win partly because of the uncertainty that leaving the UK would create. The fact that
Marketing is a Discipline! In a recent podcast, Rory Sutherland, of Ogilvy and Mather UK, said that the second client marketing departments are “reduced to ‘MarComs’ marketing is almost lost”. So why do organisations think marketing is solely about communications and not about behavioural change? Marketing communications is of course a fundamental element of the marketing mix, but marketing is a discipline and
Is The Market Research Budget Under Pressure? A few years ago I was working for a UK commercial bank and the Marketing department had been called together to meet the new Head of Marketing. As our new colleague was introduced to each area of marketing she acknowledged the value that they offer to the organisation. However, when she was introduced
Can most of the things we buy really be the result of the behaviour and opinions of other people, whether openly or through covert imitation? This challenges conventional thinking about how people make decisions and common assumptions that most market research is based upon. However, many of these are false assumptions so isn’t it about time we looked at the data and
Why Do People Cooperate in Social Networks? What underlies the evolutionary success of the human race and allows social networks to function? In the book I’ll have what she’s having by Bentley, Earls and O’Brien, the authors’ assert that cooperation between individuals is key to both. Research into a diverse range of group activities by Northwestern University Institute found
What Do Executives Care About? I’ve read a number of posts about the quality of market research. Some of these posts have criticised poor practices of research suppliers and others point to the frailties of client side-researchers. Some valid points have been made, but there is a danger that we are missing the bigger picture here. Market research is a
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