Author: Jim Carroll, Chairman, BBH London
This is the second of a two-parter by Jim. For the introduction to Wind Tunnel Marketing, check out his earlier post here or read both pieces in today’s Campaign magazine (available on campaignlive.co.uk next week). As always, we’d like to know what you think – please share any thoughts in the comments.
1. Seek Difference In Everything We Do
“Is it different?” has been relegated to the last question, the afterthought, the bonus ball. But the last should be first.
We should tirelessly seek difference in the people we talk to, the questions we ask, the processes we follow. “Is it different?” should be the first question we ask when we look at work – both in terms of content and form.
2. Kick Out the Norms
We’ve become addicted to backward looking averages. But norms create a magnetic pull towards the conventional. Norms produce normal. The new frontier doesn’t have norms, but it does have endless supplies of data, and a rich diversity of tools with which to mine it.
We should create a data-inspired future, not a norm-constrained past.
3. Only Talk to Consumers who are Predisposed to Change
Where there is change, there are people that lead and people that follow. In research we mostly talk to followers, because there are more of them and they’re cheaper. But ultimately they are less valuable.
If we’re seeking to change markets, shouldn’t we talk exclusively to change makers?
4. Embrace Insights From Anywhere
We’ve lived for too long under the tyranny of consumer insight. Of course consumer insight can be engaging, but it can also be familiar.
Surely insights can come from anywhere and we’re just as likely to find different insights from an analysis of the brand, the category, the competition, the channel, and, above all, the task. (more…)