NEW RESEARCH TECHNIQUES

 

As Simon Sylvester pointed out in his article Day of the Clones, everybody is pursuing ‘best practice’, and ‘benchmarking’ but this is another way of saying, doing the same as everyone else!

The result is that brand differentiation is becoming the main issue for brands, as in sector after sector, brands are offering the same products, to the same people, in the same style.

Part of the problem is that everyone is doing the same research, in the same way, using the same research companies.

We held a seminar last week on new techniques in qual research. We called it panning for gold, (hence the old timer above) and we focused on trance interviews (hypnosis) and ethnography.

The point is that to come up with new ideas and new ways of differentiating a brand it helps to open up your mind to some new research techniques. After all, as they say, if you always do what you've always done ...

Dominic

Comments

[Rob Mortimer]

Not to mention everyone cutting prices and going towards value messaging in the past year or so.