Jason Oke has started an important discussion about the shortcomings of our current use of research in marketing over on his blog.He kicked off the discussion with this deck.
In the comments Jason argues: "The tweaks required to make research more valuable are often minor ones, but ones that are counter-intuitive to people stuck in the old frameworks. They require asking people questions that are less literal, less direct, and sometimes require asking people fewer questions altogether. They also require allowing respondents to have more fun and flow with their answers, giving up some control and direction in the research. These things can seem scary to people who don’t understand the reasons and benefits for doing so. It’s a lot easier, and easier to explain to your boss, to just ask people directly “which proposition statement do you like best.” Unfortunately it’s also completely the wrong thing to do."
Thanks for the props.
Been asked by the MRS to write a piece for Research Magazine on the topic, stay tuned... think it'll be in the May issue.
Posted by: Jason | March 26, 2008 at 10:31 PM
Glad to hear it. There's been a lot of mixed coverage of their latest conference. There are plenty of researchers out there who are keen to experiment with new methods or who are already well versed in them. Their clients are arguably a more risk averse bunch.
Posted by: Lee | March 27, 2008 at 02:02 AM
Article's online should you have nothing better to do this evening.
http://snurl.com/27r89
How's the new gig coming along?
Posted by: Jason | May 07, 2008 at 08:39 PM