BackThe power of INSECURITY You may have seen the episode of the ABC series RAKE where the central character Clever Green, has wine thrown in his face after he un-leased a tirade on them criticising amongst other things their ego driven motivation for driving their kids to school in a Porsche 4 wheel drive. Research has found ...
MANAGING CONSUMER BEHAVIOUR – TIP 2
The POWER OF INCREMENTS Some twenty five years ago I was engaged to undertake research to establish why an advertising campaign has been much less successful on the west coast than it had been on the east coast of Australia. The research found that the campaign was promoting a behaviour change (in terms of the consumption ...
MANAGING CONSUMER BEHAVIOUR – TIP 1
Harness the POWER OF FEAR Research suggests that fear of missing out is twice as motivating as desire for something new. We see this in the demand for and the premium paid for rare items from art to motor cars and from furniture to fashion. If it is rare people will pay more for it and what ...
REDUCING MARKETING COSTS – TIP 20
Despite having earned my living in market research for a number of years I am very doubtful about the value of ‘ad testing’. Whilst market research may be of some value in testing advertising messages, overall I would be reluctant to recommend traditional ‘ad testing’ to a client. Having said that the power of contemporary ‘ad testing’ ...
SAVE OUR CLUBS
Clubs like Rotary, Lions, Apex and many others make a substantial contribution to our society. Like most clubs, including many other sporting and community clubs, these service clubs are dying. Their membership today is a fraction of what it was 10 years ago and most of the members are over 50. It is becoming increasingly difficult for ...
