Saturday, April 07, 2007

Question based marketing: Pitfalls or a Poor Tradition

What's wrong with research? There is no "Ultimate Marketing Question." When you ask questions, you are always a step behind the consumer, never a step ahead.
(Background context: You can find plenty of smart, talented, successful people who are able to take their business only so far because of the limitations of their leadership and vision. Your organization's ability to grow is directly tied to your ability and desire to become a smarter, more talented and successful leader. That is the Law of the Lid. If you want to reach new level of effectiveness in your job, raise your lid. If you want to grow your company, grow your lid. If you want to increase shareholder value, increase your lid. Excerpt from The 21 Irrefutable Laws of Leadership by John C. Maxwell)

Prologue: It’s been 47 years since Calle & Company rocked marketing by creating a brand, Chunky Soup, by stimulating consumer minds with 10,000 Product Potentials - and without asking consumers a single question. Great ROI. Since then, the proponents of question-based marketing and analytics have pulled the wool over everyone’s eye – arresting the speed and development of the consumer product industry.

What’s important about finding marketing solutions without asking consumers questions? You are more likely to win more hands and eliminate bluffs. Imagine you are in a poker game facing 5 category rivals. You are dealt five cards: IRI, Nielsen, BASES, Landor and JD Power. You have a wild card, an advertising agency up your sleeve. You want to discard Landor hoping to draw a McKinsey, Bain or BCG, but realize, “Despite solid balance sheets and healthy profit margins, the US$ 2 trillion consumer packaged goods industry has lost much of its glow. Revenues and market values are flat, and executives wonder where the growth will come from.” None of the above have answers. So you fold – because the definition of failure would be to continue to do things the same way and expect different results.

Most CEOs report disappointment with their innovation return on investment. Most new products fail – because your company has been drawing data from the same deck for years - And when you ask questions you don’t get the voice of the consumer - you get the voice of the inquirer through the question being asked – a form of bias that will lead you astray.

14 REASONS why Calle & Company stimulates minds with Product Dimensions®

Calle & Company doesn’t ask questions. We invent information specializing in new product and product positioning innovation. Our 10,000 Product Dimensions give you far greater learning latitude than you’ve ever had before. Why do we stimulate consumer minds?

-Most Americans never went to college.
-It’s faster and less expensive than gathering and analyzing data.
-Consumer attention spans are shorter than 500-word USA today articles.
-It gives everyone so much more to talk about than what they already know.
-It’s proactive, not reactive - you create exceptions that become the rules.
-It won’t reiterate the things you already know.
-It sets sights beyond needs, segmentation, product features, functions or benefits.
-It defeats commoditization.
-It turns mature earnings brands and companies back into rapid growth businesses.
-It focuses consumers on your objective, not their fears, worries and suspicions.
-It increases consumer’s attention span. Dollars become more effective.
-The yields are fresh, not soft and too ripe to ship to market.
-Results are proprietary not syndicated.
-No other company does this.

Do you like to feel the thrill of insight when a solution that had eluded you suddenly becomes obvious? For thousands of years people have said that insight feels different from more straightforward problem solving. Experience this thrill more often. Contact Calle & Company. -

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