Comments on: Attention Researchers: Do You Like When Companies Use Marketing Research In Their Advertising? http://www.marcresearch.com/blogs/merrill/2009/12/28/attention-researchers-do-you-like-when-companies-use-marketing-research-in-their-advertising/ The thoughts and experiences of Merrill Dubrow Wed, 08 Feb 2012 23:13:04 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Marc Dresner http://www.marcresearch.com/blogs/merrill/2009/12/28/attention-researchers-do-you-like-when-companies-use-marketing-research-in-their-advertising/#comment-76540 Marc Dresner Wed, 06 Jan 2010 16:39:17 +0000 http://www.marcresearch.com/blogs/merrill/?p=2516#comment-76540 How about using research in PR campaigns? Interesting take: http://bit.ly/8hl6tZ How about using research in PR campaigns? Interesting take: http://bit.ly/8hl6tZ

]]> By: Noel Lesniak http://www.marcresearch.com/blogs/merrill/2009/12/28/attention-researchers-do-you-like-when-companies-use-marketing-research-in-their-advertising/#comment-76361 Noel Lesniak Wed, 30 Dec 2009 16:21:55 +0000 http://www.marcresearch.com/blogs/merrill/?p=2516#comment-76361 I tend to not put much credibility in research metrics insert into ads. The reason is that the selected metrics are usually cherry picked leveraging one finding that shows the organization in a positive light relative to competitors when a view of the whole might very well tell a different story. When most ad viewers look at an ad it is understood that this is the view of the advertiser and puts the advertiser in the most appealing terms. Inserting research results in this mix may tend to discredit the objectivity of the specific research and perhaps research in general. On the other hand, we encourage our customer satisfaction research customers to share the results of the research along with a corrective action plan with customers. The ideal media for this might be a customer newsletter or other in place customer communications. I tend to not put much credibility in research metrics insert into ads. The reason is that the selected metrics are usually cherry picked leveraging one finding that shows the organization in a positive light relative to competitors when a view of the whole might very well tell a different story.

When most ad viewers look at an ad it is understood that this is the view of the advertiser and puts the advertiser in the most appealing terms. Inserting research results in this mix may tend to discredit the objectivity of the specific research and perhaps research in general.

On the other hand, we encourage our customer satisfaction research customers to share the results of the research along with a corrective action plan with customers. The ideal media for this might be a customer newsletter or other in place customer communications.

]]> By: Sean J Jordan http://www.marcresearch.com/blogs/merrill/2009/12/28/attention-researchers-do-you-like-when-companies-use-marketing-research-in-their-advertising/#comment-76299 Sean J Jordan Mon, 28 Dec 2009 17:12:25 +0000 http://www.marcresearch.com/blogs/merrill/?p=2516#comment-76299 You know, Merrill, I have to admit that I have mixed feelings. I like that they're saying, "We listen to our customers." But I think that for anyone who has complained about something and seen their complaints not addressed, it says, "We selectively listen to our customers so we can validate our own decision-making." I think the best way to present it is not to quote verbatims (or approximates thereof), but rather, to say, "we've been hearing from many customers that we need to carry more plus sizes. For example, one customer told us, "X". When we hear so many speaking up, we've got to listen!" It's sort of a "100,000 customers can't be wrong" sort of bandwagon approach, but it feels more inclusive and less individualized... which I think Target is really shooting for anyhow. You know, Merrill, I have to admit that I have mixed feelings. I like that they’re saying, “We listen to our customers.” But I think that for anyone who has complained about something and seen their complaints not addressed, it says, “We selectively listen to our customers so we can validate our own decision-making.”

I think the best way to present it is not to quote verbatims (or approximates thereof), but rather, to say, “we’ve been hearing from many customers that we need to carry more plus sizes. For example, one customer told us, “X”. When we hear so many speaking up, we’ve got to listen!”

It’s sort of a “100,000 customers can’t be wrong” sort of bandwagon approach, but it feels more inclusive and less individualized… which I think Target is really shooting for anyhow.

]]>