I am very excited about the new movies arriving on the site! In addition to Shaun’s original take on political brands and the Tories moving away from revitalizing their brand to an opportunist position, we have three leading thinkers in Rory Sutherland, Mark Earls and Wendy Gordon talking about the fundamental mistakes common to modern market research – and qualitative work in particular. Mistakes that are based in misunderstandings of our nature and how we make choices.
If you are someone who works in research, marketing, social science or related fields, you must take a few minutes to listen to these folks.
Rory manages to encompass Harrison’s clocks (Longitude), how you know whether men have committed adultery or not and how dogs catch Frisbees in an exhilarating rap about the logical errors of modern market research and why inquiring into the reasons for decisions is largely a waste of time. His talk is first, posted as I must to observe YouTube’s restriction in two sections. Both parts are on the site now!
Next week Mark Earls, talks about his forthcoming book, “I’ll have what she’s having” and makes a powerful case for social over individual learning and the role of mimicry and diffusion among groups of people driving most if not all of our brand choices.
Finally,in two week’s time Wendy gives a beautiful introduction to the principles and ideas of Behavioural Economics. Again I have divided these talks into two sections to keep the rules!
We are at a turning point in our industry. Three huge innovations, social learning, co-creation and behavioural economics are set to change the way we think about ourselves and each other. These findings have massive implications for the way we conduct and think about enquiries and cast much doubt on conventional qualitative methods.
I am proud to be able to present the wisdom and inspiration of these brilliant colleagues and friends to you. If you would like an uninterrupted, uncut version of any of these talks, just email me and I will send it to you. You will find links to the speaker’s websites in the links section on the right hand side of the page and my email address on the contacts page.