Make Marketing History

The views of a marketing deviant.

Tuesday, April 14, 2009

Qualitative Research.

We are all customers.

We all know what we appreciate as customers.

We all know what we detest.

So why don't we treat our customers as we would wish to be treated?


Anonymous niko said...

good point the Mr Dodds.. it actually is the same as when u posted about the use of jargon. What indeed is it that flips people to become robotic, or rude or something other then the one they are when they are good?

a lot of course has to do with two things, other people, and how they make u feel. change one and other follows.

glad you back posting!

4:32 AM, April 15, 2009  
Blogger john dodds said...

Thanks Niko - I do believe the internet is a better place for it.

4:14 PM, April 15, 2009  
Blogger Robert said...

Because the quest for profit supercedes the quest for satisfaction?

6:23 PM, April 15, 2009  
Blogger john dodds said...

Don't think so Rob - it's because management makes all its decisions inside the ivory towers of their offices - where there are no customers.

Similarly everyone can look at an expensive ad in the boardroom and think that's great - but will fail to consider that the audience won't be sat in rapt attention when it appears before them - because it's not central to their life.

2:40 AM, April 16, 2009  
Anonymous niko said...

bet howard gossage is turning in his grave that his shite is still not being understood after all these years..

5:45 AM, April 16, 2009  
Anonymous Anonymous said...

Why so many marketers don't see the relevancy of the Golden Rule is immensely frustrating. Part of the problem with qualitative research is of course accountability aversion with decision-makers. It suits them better to view their customers through the lens of fundamentally flawed focus groups rather than through the cultural reality around them.

7:13 PM, April 23, 2009  
Blogger john dodds said...

Well said fred and welcome back - where have you been? Aside from contributing to dodgy websites about happiness.

2:27 PM, April 24, 2009  
Anonymous Anonymous said...

Ha! Work's kept me very busy so I haven't had much time to absorb and express in the blog sphere.

11:10 PM, April 25, 2009  

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