Comments on: Researchers and Oiks

By: Dave Brennan

Dave Brennan — Wed, 29 Jul 2015 10:37:03 +0000

Part of the issue is that researchers, by definition, are thoughtful, sensitive, empathetic souls. That’s why I love working with them. But that is also why we are often racked by self-doubt, driven towards inconclusive analysis (human beings are never as simple to understand as our colleagues would like to believe!)and a desire to please everybody! I’ve always tried to avoid the ‘two-handed researcher’ stereotype, ever since I saw a Sales Director I once worked with punch through a window in frustration at being repeatedly told “it’s not as simple as that” by one of my departmental colleagues. We do need to improve our collective communication skills and ability to apply our insights to real-life decision-making…or get another job!

By: Brian Jacobs

Brian Jacobs — Thu, 16 Jul 2015 10:35:13 +0000

Thanks for the comments James and Tim.
I don’t think it’s a matter of not biting the hand that feeds you – more of not wanting to upset people! Yet if marketers are to get the most from their research investment then surely they should be prepared to listen to the researcher’s informed PoV, however bad the news.
I think by and large they (the marketing people I mean) are prepared , but the research industry at large lacks the confidence to engage like that.
As to the media reviews, I reckon a decent approach would be as a pairing of equals, although you make a good point when it comes to where today’s research talent is migrating.

By: Tim C

Tim C — Thu, 16 Jul 2015 10:30:00 +0000

Hear hear………..researchers who give insight and don’t just collate data!

By: James Smythe

James Smythe — Thu, 16 Jul 2015 10:02:01 +0000

Optimistic piece Brian, thank you I think that research will always be constrained if it’s positioned as an auxiliary service to marketing, sales, or brand planning, because like good dogs we don’t bite the hand that feeds us. Where research reports independently to the business without fear of upsetting the client or the media director, a timely report of trouble ahead can be acted upon rather than redacted out. It’s not a question of researchers wanting (or perhaps deserving!) a promotion, simply that the voice of the consumer should surely come before the marketing plan in a consumer-oriented business. Perhaps a media review with research as a value-add won’t break this problem of subordination? Nor will it change if people with strategic talents tend to choose media over research as a career path.