Ruth Stanat

Als onderdeel van onze serie marketinggerelateerde boeken hebben we het boek "Hey Whipple Squeeze This" van Luke Sullivan besproken. Hoewel het boek zich richt op reclame, duikt het in het oplossen van problemen en het begrijpen van consumenten. Het kan ook worden toegepast op andere gebieden van marketingdiensten. We hebben deze recensie gestructureerd op interessante concepten waarop de auteur zich richtte.

Brainstormen
Sullivan benadrukt de waarde van het stellen van het probleem als een vraag. Een van onze favoriete citaten in het boek was toen Sullivan zei: "Een goed geformuleerd probleem is een half opgelost probleem." Door zich te richten op de vraag, kunnen mensen het brainstormproces vergemakkelijken.

As part of our series of marketing book reviews, we have recently reviewed Jon Steel’s “Truth, Lies and Advertising: the Art of Account Planning.” While focused on advertising, the book’s content can feasibly be applied to other branches of marketing services. In particular, we were eager to read its perspective on market research in Advertising campaigns.

Steel’s goal is to propose a new model of advertising based on the complexity of people and their emotions. The model incorporates a partnership of stakeholders in an advertising campaign:

• client’s business perspective
• agency’s creative perspective
• opinions and prejudices of the people at whom advertising is aimed; In other words, the consumer needs to be probed for insecurities, motivations, habits, prejudices

As part of our series of marketing-related books, we have reviewed Clotaire Rappaille’s book “The Culture Code.” In marketing research, Rappaille is known for his style and unique theories on human behavior. He is known for his rejection of the traditional focus group; instead he proposes a 3-hour focus group in which he does unstructured probing of obscure questions to elicit deeply rooted emotions and attitudes. In the book, he talks about how a culture has a code for every concept, and that it is the job of marketers to decode those meanings.

Rapaille lays out 5 central principles that belie his marketing research approach.