Don't try and understand the consumer. BE the consumer

Many companies spend millions trying to understand the consumer,and much of this often seems wasted. Hours, days and weeks are still spent watching eight strangers drinking cheap wine trying to remember which brand of toothpaste they bought 3 weeks ago, and give twenty reasons why (can you even start to remember?!). And a lot of brand teams still make the mistake of using research like a drunk uses a lamp-post: for support not illumination. They rely it on it to give them an answer, rather than relying primarily on their own intuition and judgement.

I've come to conclude that many of these problems stem from marketing people being too far divorced from the brands they work on. I've seen people working on beer who prefer wine. People without kids promoting Pampers. And far too many people working on food brands  who never cook.

Contrast this with Nike's policy of only hiring people active in sports. And by active, I don't mean watching every match in the 6 Nations rugby from the comfort of your couch, like yours truly. No, active means taking part and being really into the sport. This is why Nike don't spend a cent on pre-testing their communication with consumers. Its made by consumers.

Another great example of this approach to insight is the Harley Davidson brand. In an interview with the Mack Collier from Marketing Profs, the grandson of the company's founder revealed how their main form of insight is riding with some of the million members of the Harley Owners Group (HOGs for short).

5-minute workout: take a look at the team working on your brand. Where do they sit on a scale from "Category heavy users" through to "never use the product"?

 

Comments

[replica rolex]

Well-Known replica watches sale Masters To Have A Look At On Facebook.

[Anuta]

Zaiya,Do go to and read about my herbal brrgktheouah and the conceept of affordable healthcare. Recent use of these super-active oil on sujok points is producing amazing results.Do let me know what you do and how yu came to know about my diet bookFor more information, write to me at Best,Shantaram kane

[Coach]

They are quite professional http://www.coachoutletonlineua.net Coach Outlet that the shattered Lebanese government was incapable of providing, and has evolved since then into a political force with two cabinet ministers and a dozen seats in Parliament. http://www.coachoutletonlinea0.org Coach Outlet“ in this, and this is something some Western donors are admitting that has a positive impression on some Western politicians,” said Stephan Rosiny, a research fellow at the http://www.coachoutleturla.com Coach Factory Oultet Institute of Middle East Studies at the German Institute of Global and Area Studies in Hamburg. http://www.coachfactoryoutletfa.net Coach Factory OutletThat in turn provides a rationale for the group’s charitable networks among Lebanese immigrants in Europe. “They may collect money for their institutions, but they aren’t http://www.coachoutletonlineab.com Coach Outlet operating publicly,” Mr. Rosiny said. “As long as they aren’t involved in politics and aren’t operating openly, they are tolerated.” http://www.coachoutleshome.com Coach Outlet Online Experts question how effectively European police officials are keeping track of the kind of serious, well-trained operatives capable of staging attacks versus counting up donors http://www.coachoutlet67.org Coach Factory Outlet. to funds for orphans of suicide bombers. “I don’t believe that they are able to monitor Hezbollah activities because Hezbollah is such a professional player,” said Guido http://www.coachfactoryoutletsc.org Coach Outlet Online Steinberg, an expert on terrorism with the German Institute for International and Security Affairs. http://www.louisvuittonususa.net Louis Vuitton Bag “The supporters that march the streets with a Hezbollah flag are not a threat to national security,” Mr. Ritzmann said. “We’re more concerned with small groups — a car http://www.louisvuittonsoutletua.net Louis Vuitton Handbagdealer, a grocer, or whatever

[Coach]

They are quite professional http://www.coachoutletonlineua.net Coach Outlet that the shattered Lebanese government was incapable of providing, and has evolved since then into a political force with two cabinet ministers and a dozen seats in Parliament. http://www.coachoutletonlinea0.org Coach Outlet“ in this, and this is something some Western donors are admitting that has a positive impression on some Western politicians,” said Stephan Rosiny, a research fellow at the http://www.coachoutleturla.com Coach Factory Oultet Institute of Middle East Studies at the German Institute of Global and Area Studies in Hamburg. http://www.coachfactoryoutletfa.net Coach Factory OutletThat in turn provides a rationale for the group’s charitable networks among Lebanese immigrants in Europe. “They may collect money for their institutions, but they aren’t http://www.coachoutletonlineab.com Coach Outlet operating publicly,” Mr. Rosiny said. “As long as they aren’t involved in politics and aren’t operating openly, they are tolerated.” http://www.coachoutleshome.com Coach Outlet Online Experts question how effectively European police officials are keeping track of the kind of serious, well-trained operatives capable of staging attacks versus counting up donors http://www.coachoutlet67.org Coach Factory Outlet. to funds for orphans of suicide bombers. “I don’t believe that they are able to monitor Hezbollah activities because Hezbollah is such a professional player,” said Guido http://www.coachfactoryoutletsc.org Coach Outlet Online Steinberg, an expert on terrorism with the German Institute for International and Security Affairs. http://www.louisvuittonususa.net Louis Vuitton Bag “The supporters that march the streets with a Hezbollah flag are not a threat to national security,” Mr. Ritzmann said. “We’re more concerned with small groups — a car http://www.louisvuittonsoutletua.net Louis Vuitton Handbagdealer, a grocer, or whatever

[lunette de soleil pas cher]

Difficult circumstances serve as a textbook of life for people.

[lunettes de soleil rayban]

This is Great!It is very informative. I got a lot of tips. I love all the screen shots. It helps me understand everything especially I am just starting to learn about website design. Thank you.

[Octopus]

It's true that consumer insight can only go so far. If you can't be the consumer I think focus groups of actual consumers is also great! You can get real life feedback and ideas which you otherwise would never had had!
consumer insight

[SonViz]

http://omnicef250mg.webs.com/apps/blog/show/14766923-omnicef-recall
omnicef red poop
http://omnicef250mg.webs.com/apps/blog/show/14766282-cefdinir-dosage
buy omnicef antibiotic penicillin
http://omnicef250mg.webs.com/apps/blog/show/14765990-cefdinir-for-strep-throat
cefdinir 300

[SonPvk]

http://omnicef250mg.webs.com/apps/blog/show/14766404-omnicef-diarrhea
buy omnicef online
http://omnicef250mg.webs.com/apps/blog/show/14766463-omnicef-dosage
omnicef buy
http://omnicef250mg.webs.com/apps/blog/show/14765650-omnicef-insomnia
cefdinir for infants

[SonNju]

http://omnicef250mg.webs.com/apps/blog/show/14767136-cefdinir-medicine
omnicef coverage
http://omnicef250mg.webs.com/apps/blog/show/14750904-omnicef-reactions
omnicef prescription dosage liquid
http://omnicef250mg.webs.com/apps/blog/show/14766000-omnicef-stools
what is omnicef used for

[vefNef]

http://www.flickr.com/groups/1939942@N24/discuss/72157629587818150
lilly cares cymbalta
http://www.flickr.com/groups/1939942@N24/discuss/72157629952339423
what is cymbalta 60 mg
http://www.flickr.com/groups/1939942@N24/discuss/72157629950892655
cymbalta and zoloft

[vefGoe]

http://www.flickr.com/groups/1939942@N24/discuss/72157629587928134
pristiq vs cymbalta
http://www.flickr.com/groups/1939942@N24/discuss/72157629587818150
cymbalta for anxiety disorder
http://www.flickr.com/groups/1939942@N24/discuss/72157629952130449
will i gain weight on cymbalta

[vefZex]

http://www.flickr.com/groups/1939942@N24/discuss/72157629952342045
cymbalta 20 mg
http://www.flickr.com/groups/1939942@N24/discuss/72157629952323537
cymbalta side effects teenagers
http://www.flickr.com/groups/1939942@N24/discuss/72157629952107071
cymbalta causes high blood pressure

[jineJdu]

http://www.flickr.com/groups/buypyridiumonline/discuss/72157629958543237
can phenazopyridine get you high
http://www.flickr.com/groups/buypyridiumonline/discuss/72157629958576405
pyridium ingredients
http://www.flickr.com/groups/buypyridiumonline/discuss/72157629958489593
buy pyridium medication uk

[PeolpeNike]

I saw a tv program which pcorlaimed that you can learn many new skills these days just using the internet. That got me thinking ..hmmm I would like a new skill. What would I like to learn.? Then in a moment of inspiration I thought of the guitar. I bought one the same day and found this site. I have a 2 year old daughter and it will be great to share guitar playing with her as she gets older too.

[BARS WASHINGTON DC]

So beautiful. This is really very interesting post. I love it.... Thanks and keep posting.

[carpet cleaning chandler]

You just to experience what others fell. Try to fit on other's shoes.

[Online Computer help]

Thank for give us this type or introduction via through your blog. I have created also one site related to computer knowledge you can visit it and if you need to make any correction you can send em your advice via through blog page.

[computer problems]

You can keep daily track of their conversation and then checking them you may get clear intimation on what’s getting in their life and what is going to be their next step therefore you'll be able to be able to face such issues. oldsters continuously attempt to safe their children however they must get enough time to organize them self. Key-logger provides total preview of what’s progressing to happen in your kid’s life.

[custom bonds]

It's the irony of it.

[James]

Hello to all :) I can�t understand how to add your site in my rss reader. Help me, please

[Puma Shoes]

Yes, I agree to this blog that the parent should educate their kids at the early stage of their life. So that they can easily adapt themselves when they are ready to go to school. It must be not the high end one, but at least a kid can do anything to it to learn basics.

[viagra online]

Not exactly related to this post but... are you going to discuss the possible revival of the Fairness Doctrine? It sounds like a law being passed in Atlas Shrugged.

[buy viagra]

rugby is my favorite sport because this brings out the best from each of the players both on and off the court because unlike other sports that you can only win if you play as a team and each position has a specific purpose and requires the maximum you both physically and mentally ...

[Cheap Jordans]

Tom Celani, owner of Motor City Harley Davidson, Farmington Hills, Michigan, one of the largest motorcycle dealerships in the USA.