In today’s marketing world of confined budgets, the costly option of consumer ethnography research may seem a luxury of more prosperous times. However, Ramey has recently conducted two projects in which ethnography provided invaluable insights that averted costly missteps and perhaps disastrous results. Arguably, the “costly” ethnography investment could actually generate a return on investment […]
Read More… from Ditch The One-Way Mirror. Live With Your Consumer.
After bingeing on NBC’s fall show, The Blacklist, it occurred to me there are very real similarities between the way marketers and criminal detectives work. The show’s heroine, Liz Keen (who, btw, is most likely the secret daughter of James Spader’s character Red Reddington), responsibility as an FBI profiler is to create a criminal’s backstory […]
Read More… from Marketer As Detective: Learning How To Profile Your Target
If you’re in an industry – such as the financial services industry – that offers countless products and services to the broadest imaginable group of consumers, it’s easy to want to be the go-to source for all things to all people. With all that opportunity for sales out there, it’s not so easy to intentionally […]
Read More… from Shouting into the Wind: Talk to your customer. Not the crowd.
