In How Brands Grow Part 2, Jenni Romaniuk and Byron Sharp continue the arguments of the original book (read a review here) with much more evidence and detail on a range of specific topics including emerging markets, service categories and luxury brands.
The evidence they present is clear, consistent and comprehensively nails many of the marketing myths that they sought to challenge in the first book. And specifically they seek to challenge the “but my category is different” argument with data from a range of categories and markets including China and Indonesia that will be of interest to readers of this blog. Read more »
In Identity and the Life Cycle and other works, Erik Erikson developed a lifespan model of human development covering eight stages, five in childhood and three in adulthood. His work is very much influenced by Sigmund Freud, although he focuses on psychosocial development rather than psychosexual. Erikson emphasises the role of society and culture, and the conflicts between individuals and there society and culture in shaping the way all humans develop through their life. In his model, each stage builds on the previous stages and the growth and trajectory of development shares a great deal with motivational models of behaviour and archetypal thinking. Read more »
Market research still uses too many words, with most approaches continuing to focus on question and answer approaches to understanding human behaviour. However, we know that most of the brain lives in the physical world and builds knowledge through the sensory system and especially the visual sense. It’s time for market research to get more visual and use the power of images and metaphors to capture the real feelings of people that sit beyond the rational and verbal brain.
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A couple of recent projects encouraged me to read up on some of the theory behind the psychology of willpower and instant gratification. Roy Baumeister has conducted many experiments on the topic and published Willpower last year, at the same time that a very interesting paper was published on the impact of the environment on willpower. Read more »
Learning the research alphabet
There are clear lessons for market research (and marketing which I will explore in separate posts) from the importance of affect, behaviour and context in understanding ourselves and our customers. I am writing this listening to Bill Evans and Tony Bennett, so it seems appropriate to argue that research needs to become more VOCAL. Read more »
Over the past two weeks we have learnt 12 key insights into what makes us who we are, based on the latest understanding from neuroscience, behavioural economics, psychology, biology and the social sciences. They can be summarised in three (or perhaps four) key themes, but first let’s review the 12 lessons of human behaviour. Read more »
Context in mind
We have already talked about social bias, and the human tendency to follow the herd as one of the mental shortcuts we all use to guide our decisions more quickly and efficiently. We have also seen how context is a critical trigger of memory, and how different contexts can lead to very different behaviours even when our basic needs or goals are the same.
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Pulling the trigger
Have you ever had the experience that something was on the ‘tip of your tongue’ but you couldn’t quite remember? That’s likely because you know the information exists, but you can’t quite find the right connection to trigger its recall. That’s why such memories sometimes come back later when triggered by a more relevant (but often random) stimulus. Read more »
As we have seen previously, the basis of new memories are new physical connections in the brain. The more elaborate the connections, the more meaning they have, and the more specific the context, the stronger and more long lasting is the memory. Read more »
The senses inform much of our language, as the dominant source of our experiences. We all use words related to different senses to express ourselves (I can see your point, I hear you, I was touched by a thought), and some theories (eg NLP) claim that we have different preferences for the sensory modalities (I hear what you’re saying vs I see what you’re saying). Thus, the senses truly help us to create our everyday expressions. Read more »