Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Muder Chiba
“It was déjà vu all over 
again” -Yogi Berra 
“If people learn from their 
mistakes ,many are getting 
a fantastic educati...
Follow the Leader 
Muder Chiba 
Agile CPG challenger looking to 
implement a ‘system’ used successfully by 
a CPG behemoth...
Asking the Consumer 
Muder Chiba 
App developer directly asks‘ consumers’ to 
tell it what they need in the app and how 
t...
Confusing Correlation 
with Causation 
Muder Chiba 
Marketer serves up recommendations to 
prospects based on high correla...
Researching the Solution, 
not the Problem 
Muder Chiba 
High value durable marketer in a declining 
category sales situat...
Missing the Wood for 
the Trees 
Muder Chiba 
Telecom player implemented a metric-based 
system designed specifically 
aro...
Focusing purely on 
Process, not Outcome 
Muder Chiba 
Luxury brand marketer just studies the 
cultural context of the com...
Ignoring Imagination 
Muder Chiba 
Innovations team conducted research 
exercises with no ‘specific’ objectives but 
to tr...
1.Follow the Leader 
2.Asking the Consumer 
3.Confusing Correlation with Causation 
4.Researching the Solution, not the Pr...
Market 
Complexity 
Decisions 
Information 
Actionable Business truths! Complexity 
The Insights Business focuses on the a...
If you found this deck interesting and/or useful, 
you may find the following slide shares relevant: 
The Tao of Market Re...
Upcoming SlideShare
Loading in …5
×

7 Timeless Marketing Research Blunders

“If people learn from their mistakes ,many are getting
a fantastic education”
-William L Shanklin , Six Timeless Marketing Blunders

  • Login to see the comments

7 Timeless Marketing Research Blunders

  1. 1. Muder Chiba
  2. 2. “It was déjà vu all over again” -Yogi Berra “If people learn from their mistakes ,many are getting a fantastic education” -William L Shanklin Muder Chiba This deck is inspired by: Six Timeless Marketing Blunders by William L. Shanklin
  3. 3. Follow the Leader Muder Chiba Agile CPG challenger looking to implement a ‘system’ used successfully by a CPG behemoth X Blunder No. 1
  4. 4. Asking the Consumer Muder Chiba App developer directly asks‘ consumers’ to tell it what they need in the app and how the affordances are to be designed X Blunder No. 2
  5. 5. Confusing Correlation with Causation Muder Chiba Marketer serves up recommendations to prospects based on high correlation thrown Up. Same with researcher! X Blunder No. 3
  6. 6. Researching the Solution, not the Problem Muder Chiba High value durable marketer in a declining category sales situation ,using learning/ ‘norms’ based dominantly on FMCG to decide marketing tactics and execution X Blunder No. 4
  7. 7. Missing the Wood for the Trees Muder Chiba Telecom player implemented a metric-based system designed specifically around its unique business and market context Blunder No. 5
  8. 8. Focusing purely on Process, not Outcome Muder Chiba Luxury brand marketer just studies the cultural context of the communities being targeted and sets up a DM calendar based on specific trigger events which fit Blunder No. 6
  9. 9. Ignoring Imagination Muder Chiba Innovations team conducted research exercises with no ‘specific’ objectives but to try out a new approach and check if an insight would emerge in a ‘tired’ category Blunder No. 7
  10. 10. 1.Follow the Leader 2.Asking the Consumer 3.Confusing Correlation with Causation 4.Researching the Solution, not the Problem 5.Missing the Wood for the Trees 6.Focusing on Process ,not Outcome 7.Ignoring Imagination ! Muder Chiba THE 7 TIMELESS MR BLUNDERS
  11. 11. Market Complexity Decisions Information Actionable Business truths! Complexity The Insights Business focuses on the acquisition of information or data and the parsing of insight from it. It attempts to describe the reality of the markets and the ‘consumer’ to aid decision-makers. The core business of Business Insights is Truth. Describing and circumscribing the Truth, therefore, becomes essential to the business of providing and acquiring Insights. We should focus on truths (with a small t). ‘truths’ that are real for us in the that context and useful to ‘turn the face of thought towards action and the future’! The insights with a small “i” !!
  12. 12. If you found this deck interesting and/or useful, you may find the following slide shares relevant: The Tao of Market Research Battle for your Decision: Deterministic vs. Probabilistic Perspectives ! muder.chiba@gmail.com +919820620084

×