BIAS FOR ACTION
‘Business as usual’ rules. There is little possibility thinking, legacy mindsets prevail, and short-term wins over the long-term.
LOSS IN CONSUMER UNDERSTANDING
There is a dilution in consumer understanding as Market Research reports accumulate, team transitions accelerate, and the number of stakeholders increase.
MR DELIVERS DATA
The Market Research industry delivers loads of data with neither analytical value addition nor strategic insight. It is often a rear-view representation of what has been, with no holistic brand view.
Different people have different notions of what is insight, we are unsure if we really have one.
We tend to validate or self-project our worldview without knowing we are doing so. More commonly called ‘confirmation bias.’
It is easier to out-source or delegate insight, or we rush it as another ‘tick box activity.’
People lie knowingly or unknowingly, don’t say what they mean, don’t mean what they say.
Ultimately, good innovation boils down to good listening. To customers/ consumers and other direct stakeholders, the people around us, and the world at large. Do you have what it takes?
You must be genuinely interested in the world around you.
Rather than simply how the category fits into your consumers’ lives or how you can place your brand.
You must take out the time to do so.
Rather than sit in your air-conditioned offices and outsource or delegate discovery.
You must be willing to learn afresh how you can.
And give up what you already (think you) know.
But, most importantly, you must be prepared to be challenged and move out of your comfort zone.
Otherwise it will provide little new value for you personally, nor your brand or business.