birth of an insight
This is the second in a new cartoon series I developed with Motista to parody the state of traditional market research. To celebrate the launch, Motista is giving away a signed print of this cartoon to everyone who shares a comment or suggests a cartoon idea at the Motista blog.
I’ve certainly experienced the wonky evolution of consumer insights between what we hear in focus groups, what we say to ourselves, and what we ultimately create for the consumer.
Motista co-founder Alan Zorfas riffs on this topic and the resulting “crisis of credibility” for marketers. It includes this nugget:
“Insights are plentiful and cheap. Finding out which ones matter is the trick.”
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When giving presentations on brand and positioning and after sharing stories, processes and insights I regularly leave my audience with this thought. “None of it matters if no one cares.” An iteration of “finding out what matters”, I think. Thanks for sharing.
My favorite marketing insight moment- when a consumer will share for 30 minutes about everything that matters to them but the marketer behind the glass only remembers the one comment that seems to align with their own perspective. Usually followed by some comment like “See, I told you they want ‘x’ …”
I would agree with Amy and with the artist. At times, products/brands/services are developed with brand, marketing, and the CMO or CEO had in mind vs. not what the consumer or customer wants. I’ve seen this movie (or cartoon) before…misinterpretation of the message (literal or not) is so common. However, if products didn’t fail, I’d be out of business
Thanks !!
[...] Awesome parody: I was laughing out loud when I saw this illustration here. [...]