Make Marketing History

The views of a marketing deviant.

Wednesday, July 01, 2009

I Am Not A Number.

Two recent snippets of information that came my way.

Channel 4 Television commissioned some research into teenagers so as to better tailor its education programming. Urban Tribes revealed that 50% of them consider themselves to be "alternative" while only 25% admitted to being "mainstream".

Jonathan Ive, Apple's creative director, reminded his audience this week that "we don't do focus groups".

Knowing best is all about really knowing and not just receiving answers and assuming they represent knowledge.

4 Comments:

Blogger GenerosityMarketing said...

John,
this is only the second post of yours i read so i'm assuming you go into more detail elsewhere about just exactly HOW a marketer gets to truly "know"
for my time and money i see no more pure way than simply engaging in a conversation, asking questions and listening.
surveys are great but sometimes people say differently than they actually DO.
Having a presence on social media and actually Listening through tools like twitter search and google alerts to actually Hear whats being said is a great way to that knowledge
thanks and take care
Bryan Bliss
Generosity marketing

6:41 PM, July 04, 2009  
Blogger john dodds said...

Bryan - welcome - and yes i do go into more detail elsewhere I am sure, but my key points would be not to delineate yourself as a marketer (we are all marketers) and to make a great product/service. Knowing is about making something great and something you'd be proud to buy yourself or recommend.

3:29 PM, July 05, 2009  
Blogger Rob @ Cynic said...

I am more interested in the fact 25% of teens 'admitted' [which is an interesting word] that they were 'mainstream'.

I'd love to know what questions, methodology, environment and geography were used to achieve that result.

As for Mr Ive ... that is why he creates technology made by emotion, not purely by function.

1:05 AM, July 06, 2009  
Blogger john dodds said...

Admitted is my interesting word and reflects the fact that 25% of respondents were not delusional rockstar wannabees.

1:44 AM, July 06, 2009  

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