I think marketers historically didn’t spend enough time with customers, whether it’s B-to-C marketer needing to hang out in a supermarket and observe buying or a B-to-B marketer like myself actually talking to the users of their products or services. That’s the pivot marketers need to make. To inform their questioning, they need to be more in the front lines. I call it just walk in the shoes of the customer and have their partners do the same. Otherwise you can just ask the wrong questions.
Marketing companies today… recognize that rapid response in the marketplace needs to be matched with a clear strategic vision. The need for well-planned brand-building is very pressing. At the same time they see changes in ways of communicating with their more diverse audiences. They’re increasingly experimenting with non-advertising methods. Some are uneasily aware that these different methods are being managed by different people in the organization to different principles; they may well be presenting conflicting impressions of the company and its brands. It all needs to be pulled together. I think that an increasing number of them would like some outside help in tackling these problems, and some have already demonstrated that they’re prepared to pay respectable sums for it. The job seems ideally suited to the strategic end of the best account planning skills. The question is whether these clients will want to get such help from an advertising agency.
Accordingly, startups are told to do their customer development homework and talk to people. This is sage advice and it is necessary, but it’s often insufficient. Many entrepreneurs don’t know how to ask a question that won’t bias results, and more important, distinguish between customer data versus insights. Big brands do this really well.
Evidence from studies of embodied cognition can… provide science-based rationale for design decisions. They can increase our confidence about the importance and validity of design details we’re proposing. Not only is specific evidence from their empirical studies useful to design, even the evidence of embodied cognition itself lends weight and credibility to the patterns that many designers recognize intuitively. For audiences who prize objectivity over intuition, the psychology of embodied cognition provides us with a rational basis to explain why particular design concepts and design details are relevant.
Jane Fulton Suri. Sam McNerney. “Embodied Cognition and Design: A New Approach and Vocabulary”
I love this. A designer using embodied cognition to build client-friendly arguments for design. This is brand listening. In my work, it is possible to have users, customers, prospects describe these emotional and visceral states, making it extremely difficult for clients to deny that they exist.
The model I learned to use when listening is Jung’s four ways of knowing: thinking, feeling, sensing and intuiting. Brand listening is an effort to explore, understand and articulate these aspects of the category experience - so as to inspire strategic creativity.
The beauty of brand listening is that these aspects of experience come from the consumer or user - not from us consultants.
Part of what we’re basing our belief on is coming from a very intuitive belief. We have some rough sketch or representation of what it means for global warming to occur and we use inputs into that that aren’t necessarily part of what the science would be. The physical experience of warmth is going to influence people’s judgments of how true and how likely it is that global warming is a real thing. Largely because people’s ideas of global warming includes the representation of warmth of and the physical sensation of warmth. Often it’s going to be driven by intuitive cues rather than scientific consensus.
If a reference is too insider, it seems almost Masonic.