LESSON 10: Science in CEX Human-centred design is not a substitute for rigour Often, under the banner of human-centred design, CEX practitioners and consultants reveal a loose grasp on basic sampling theory and offer tiny, convenience samples (a handful of consumers) to solve for customers’ “pain points.” Methods...
LESSON 9: Rationing Centricity You have too many initiatives - consider rationing centricity Saying that you are dedicated to customer centricity sounds admirable right up to the moment that you realise just how insatiable customers are…and how expensive that is. No organisation should pursue the absolute position of...
LESSON 8: Brand Safety Consider the context in which communication is consumed Beware of the consequences of a negative context surrounding your marketing communication. Emotion has no hard stop. How I am left feeling in the moment will affect how I process the next moment. This is true...
LESSON 7: Emotional Detonator Create a neural superhighway between choice and your brand The role that emotion plays in choice is as a behavioural “detonator.” Without emotion, we cannot decide. The relative importance of emotion in choice varies by category. So too does the discrete primary emotion...
LESSON 6: What, Not Where Optimise what you say and then worry about where you say it In the past decade, marketers have become more than a little obsessed with media. That is, where to say the message. The origin of this obsession largely relates to digital media. Even...