Monday, June 22, 2009

An Offer You Can Refuse - - But Probably Shouldn’t

Hey Chief Marketing Officer what do you really want to know? My methodology called “Context-Driven Qualitative Research” gets into the mind of the consumer during the numerous steps of the purchasing process. It’s a little like the Vulcan Mind-Probe.

The methodology discovers resonant statements, unstated values, and unexpected misunderstandings related to products, services and brands. Wouldn’t you like to know these things?

There has been a radical change in consumer attitudes. People have less trust in banks, insurance companies, financial advisors, and government. I am reminded of the joke “I don’t have a 401K, I have a 201K.” Yep, and your brand is floating out there in a sea of change.

Now, for the offer! Tell me what you really want to know about your consumers and I will provide you with a description of the “pictographic” scenario that I would use to answer your question. No charge, no obligation. Just e-mail me at

For example, you may ask “How have attitudes toward large banks fundamentally changed?” or “Does a particular brand extension make sense?” or “What are the triggers that get someone to consider taking a cruise?” Basically, if you can frame the question, I can probably translate the question into pictographic format. After that, it is possible to find the answers from the profiled consumer.

If yours is an interesting challenge, I would like to work with you. We’re a minimalist consultancy that can easily be ignored, but we can pick and choose whom we want to work with. Here is what you won’t get: Seville-Row suited consultants, an impressive board room, and a Madison Avenue address. You’ll have to settle for a breakthrough methodology and innovative thinking.

Our office is on a boat and if you ignore us, the breeze will still blow and the sunsets will still be beautiful but you will miss a real opportunity. Again, that e-mail is

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