The Perplexing Pimple Persiflage

The small stickers on her face were unexpected, but she was also wearing two different socks, crocs decorated with chunks of tiny things, while engulfed in a secret audio world thanks to her enormous headphones.

I’m finally at the age where youth perplexes me, so observing different looks and actions that are different from my generation are a new hobby. I saw the crocs accessories coming. The mismatched mid-calf high socks have been a growing trend for years. The headphone ear muffs also trendy, thank you Beats. But what’s with the face stickers?

Well, I found out and my head is still cocked in confusion. You make the call. Here’s the flip: camouflage has been outed. The newest acceptable way to deal with a pimple is to point to it. Make it known. Show it off. A rare strategy that mocks embarrassment and celebrates imperfection. Uncommon, to say the least. But hey, when you can’t fight ’em, join ’em.

What’s super interesting about this trend is it’s a repeat! Over 400 years ago, women fashionably wore small pieces of fabric on their faces to cover blemishes. Perhaps concealer had not yet been mastered. Or maybe pointing to imperfection is a viable human survival response to embarrassment.

We’ve seen this in practice before… the fat kid who makes fun of his large size… the amputee who uses his fake leg to freak people out… the politician who doubles down on denial of proven facts. When it comes to dealing with negative attention, the human response is fascinating. Some hide. Some seek the stage.

So when you see folks sporting colorful little stickers of stars, hearts, or moons on their faces, no need to stare. Now you know. Pimples are in.

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What Would You Do?

Below is a RFP we submitted to a B2B farming company a few years ago. I just recently came across our proposal again and wondered what you might propose. Different methods? Different tools? Different process? And did we get the job?

The Background for this study was provided by the client in the RFP and the Objective was identified after a detailed conference call with the client, including their internal marketing department.



Background

RM Co. sells industrial farm tools to wholesalers around the world and wants to expand their collection of products to sell. Currently they make commercial irrigation and fertilization systems and want to get into the fertilizer products farmers spread using their machines.


Objective

Identify unmet needs with RM Co.’s current clients, the unmet needs of both customers and prospects with fertilizer products, the most useful and appealing characteristics and features of a better fertilizer, biggest pains, and any others areas prospects and customers would like to see improved regarding their fertilizing process.


Plan of Action

Obtain list of RM Co’s best clients in different industries. Research and identify their farming specialties, volume of fertilizer and brands used, prices for sale, and delivery methods offered. Additionally, identify list of RM Co.’s current and future competition (direct & indirect), and list their farming specialties, what makes them a competitor, their fertilizer machinery, their volume of fertilizer and brands used, and delivery methods offered.

  • Secondary Research: Amount used/year, brands used, price ranges paid, and delivery method choices.
  • Competitive Questionnaire: Design program, administrator, and analyze survey questions among farmers across the globe to quantify unmet needs, work priorities, and potential new fertilizer features. Survey will be designed in English and translated in 6 other languages to accommodate the varied geography of RM Co.’s clients.

Tour multiple RM Co.’s global plants in-person, take notes/videos/pictures. Interview farmers on-site, take notes/videos/pictures.

  • Ethnography: Go to the client to observe workers and go on-site to observe farmers using fertilizer and fertilizer machines.

Interview RM Co. employees, RM Co. stakeholders, and RM Co. product users.

  • IDIs and Online Focus Groups with employees off-site, stakeholders online, & farmers on-site about challenges identified in the survey. Analyze the transcripts and provide insights into attitudes, behavior, and values of all segments.

Work with RM Co. & their advertising agency to design effective ad strategies and tangible concepts for consideration/testing among the different target segments identified.

  • IDIs and online focus groups with segmented farmers and show new concepts developed by RM Co.’s advertising firm.

Analyze the transcripts and provide insights into farmer feedback received.

  • Present results as live actionable findings that directly address RM Co.’s research objectives, including an overview of the fertilizer Industry, aerial view of methods used, brands preferred, unmet needs, etc., with suggestions for next steps, improvement, and landmines to avoid.
  • Data Handover: RM Co. will receive all the research materials, including the written survey, the discussion guide, raw survey data collected (spreadsheets, media files), cross tabulations, infographics, and the final slide deck (w/speaker notes).\

We did get the job and the client was thrilled to be able to get InsideHeads. That said, we know there are many (good) ways to address a challenge, so we’re curious, how would you have done it?

The Marketing of Omission

Some people like golf, I like finding marketing mistakes. I read cereal boxes, Ikea instructions, the fine print on the 12-pack of Bounty paper towels. If I see words, I’m moving in.

Like the committed and determined members of medical detector clubs, I enjoy finding spelling errors & other mistakes in massive print runs. It’s a sick hobby, I know, but the pure joy of “it wasn’t me” is a high like no other.

What keeps this odd obsession going? Because Big Foot exists. Mistakes are made. My favorite category are the marketing errors of omission.

Here are some truly odd advertising from popular brands. I’m not sure which of these two brings me more joy. Have you seen others?

Bag Lifting That’s 50% Easier

This beauty came from a Rubbermade trashcan purchased from Ace Hardware in Bonita Springs, FL in 2017. The cardboard wrap over the lid very clearly wanted to explain that lifting out bags from their newly vented version was “50% Easier”. I read the small print only to find what I assume is the same message in other languages.

At first glance, “50% Easier” sounds impressive, but how is the new & improved version 50% easier? And 50% easier than what? They mention the reason is the venting channels. I had no idea such statistical problems were being managed and measured at Rubbermaid, which IMHO is the real story, but I digress. I can’t shake the thought that someone approved this. Once adorned on the trash cans in retail establishments across the country, few customers will question the claim. I shall continue my quest like Marketing Robin Hood, merrily revealing the confusing to the masses.

A Jar of Sweet + Small

One of my all time favorites is this jar of Peter Piper’s Sweet Midgets. These were purchased in 2015 at a local grocery store in the US Virgin Islands, where neither the FDA nor the FTC must not have any offices. This jar does not have the word pickle or cucumber anywhere. No ingredients list. Kudos for including nutritional information, weight & size, and a star-worthy “new sweeter taste”, but yet the buyer still can not be confident what the food actually is in the container except that the label says “Sweet Midgets”.

A quick search on Google reveals only one place (Harter House) sold a jar that looked similar, but today the “page is not found”. Is it possible a pickle producer was dumping their remaining supply of poorly marked Peter Piper’s pickles in paradise?

Wouldn’t be the first time. Year’s ago, bottles of Joy dish detergent for sale in Coral Bay read “Not Your First Choice” proudly on the front. Disgruntled employee? Office dare? Dang, I love this stuff. Years early I witnessed an entire end cap at Walgreens displaying large boxes clearly named “Potable Speakers.” I had to ask another customer to confirm I was reading it correctly, in other words, wrongly. Another notch! “Is there a job for people to do this full time,” I dream.

So back to the sweet midgets. I did finally get up the nerve to fish one of the tiny green turds out of the mystery container. I took a brave bite and I’m pretty sure it was a pickle. Pretty sure.

Does anyone else out there look for marketing mistakes?

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The Perplexing Pimple Persiflage


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Why are Some Marketing Research Studies Doomed to Fail?

Regardless how you intend to get your data, the first few steps to achieving success are often brushed over or pushed aside on the way to the finish line. Before identifying the best means of engagement, it’s critical to clearly define both the research objective and the target audience.

  • Where you’re going and why
  • Who you need to interview and why.

Like a beacon of light, a well considered objective propels a project purposely forward to the finish line. Without it, findings flail and resulting recommendations are at risk.

Knowing who to interview to achieve the objective must also be clearly defined. Recruiting appropriate participants starts with a client conversation to identify  demographic, lifestyle, and behavioral attributes of prospective participants. Well designed, unbiased screening questionnaires and extensive identity verification procedures ensure accurate and effective recruiting.

Despite the simplicity of this secret sauce, InsideHeads surveyed research buyers on LinkedIn and discovered “actionable insights” to be “most desired”, yet also “rarely achieved”.

InsideHeads clients always receive pointed recommendations. Born from a deep understanding of both data collection and strategic direction, InsideHeads delivers intelligent insights that will move your unique initiatives forward.

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Great Ideas Gone Wrong

When you hear a great idea, how do you know? The idea may sound great, but just because it has good intentions doesn’t mean it will work.  At the very least, a great idea should be feasible and harmless to others.

Good Intentions

Not long ago a group of dedicated volunteers in my town got together to raise money for the local rescue squad. Their idea was to print and sell drink cards that offered a free drink at each of 6 local restaurants. The drinks were valued at $36 and the cards were priced at $20, and all the local restaurants agreed to accept them. Our town is a heavy tourist destination, so cards were given as gifts to visitors to encourage them to check-out local establishments.

Lasting Damage

People bought lots of drink cards and loads of money went to the rescue squad. Success, right? Wrong. Visitors who received the gifted drink card and attempted to use it encountered restrictions and ignorance from uninformed seasonal bar staff. So while the money was made in the moment, the damage of dissing tourists is immeasurable. Vacationers not only recount bad experiences to friends and family members, today their comments on social media reach further and linger longer. Ouch.

The drink card debacle is just one small example in the shadow of a far more substantial bad idea that occurred in Flint, Michigan. Town officials saved money in the moment, but gave way to irreversible damage down the line. Hindsight… you know what they say. So what’s the takeaway?

No Repeat

I can’t help but wonder: We all learn from our own mistakes, so why can’t we also learn from the mistakes of others? Sure, big gaffes get the news, but most mistakes only enlighten the bumbler. In today’s connected world, where is the portal to deposit our lessons learned? Facebook and Instagram are filled with accomplishments, carefully selected ‘selfies’, and emotional, envy-inducing posts. Wikipedia offers us our collectively edited facts, and millions of websites push products and self-serving information. Where is the hub for all things that went horribly wrong? All the lessons of war. Of life. A virtual library of bittersweet warnings, filled with evidence of what not to do.  Or perhaps a way to tag those bits of learning amidst all that worldly web content.

With today’s technology and our tendency to share, a blunder blog sure sounds like great idea…

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5 Business Trends to Watch

Originally published June 19, 2015

Business behavior can be very telling. InsideHeads identified these 5 business trends to watch that will affect market research.

InsideHeads is the most helpful1. Crowdsourcing

If it’s not clear yet, social media is here to stay. The human desire to socialize and engage with others online gives savvy businesses the chance to collect feedback that is immediate, trusted, and free. Lengthy questionnaires have given way to quick polls, as attention spans of respondents wither down to seconds. Gone with consumer attention is the long term strategic planning that traditionally accompanies good marketing research. With the immediate feedback mechanism of today’s social media, businesses can (and do) post questions and problems to receive rich, real-time results. Smart brands looking towards the future are designing their virtual space with an eye on conducting more marketing research via social media.

happy consumers spread #goodnews about your brand2. BYOD (Bring Your Own Device)

Choice is everywhere these days and showing no signs of going away. Each of us uses a device (or multiple devices) that best meets our needs. As the lines between personal and business hours blur, businesses are realizing the advantages, and challenges (e.g., security), of implementing BYOD in the workplace. Present obstacles aside, solutions are on the horizon. Because BYOD is not a trend, today it’s a right. Successful businesses will accommodate choice and offer customized solutions across all of their marketing. Lenovo’s recent decision to issue logo options for multimedia marketing is just one example of a business bending their approach to fit the mobile world. We expect to see a lot more accommodating.

high speed internet access for all3. Access Ubiquity

Access ubiquity refers to having global, high-speed broadband available to all. Just a few years ago this would have felt like a pipe dream (pun intended), but today it’s not only feasible, it’s happening. As smartphone usage continues to rise around the globe, access ubiquity is the best thing to happen to market researchers since the pencil. Researchers who are keen to know what online research tools are available and when to use them will be well poised for future success.

InsideHeads online satisfaction-scale4. Loyalty Metrics

Marketers today are finding the ROI of existing customers is far less than acquiring new ones. Loyalty rewards build organic (read: cheap) word-of-mouth, as customers eagerly share their joy with others online. The strategies of Walgreens and JCPenney seem right on target for future success, as we anticipate the demand for assessing the effectiveness and user experience (UX) of reward programs to rise.

big businesses are eliminating voicemail5. Goodbye Voicemail

Big companies like JP Morgan Chase and Coke have taken voicemail out of their communication mix. While businesses may be driving this boat, it is in direct response to a changing culture. We may not fully understand all our aversions to leaving a voice message, it’s clear text messaging and email are tangible, trackable, and preferred.  If your stock portfolio happens to be heavy in automated telemarketing, you may want to give those investments a second thought. Do not leave a message at the beep.

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Mobile Internet Access on the Move

(Originally posted June 2015)

Today’s consumer is choosing to travel light and keep their access devices within arms reach at all times.  According to the Pew Research Center, approximately 2/3 of US adults use their mobile phones to access the internet and one in three (34%) go online mostly using their cell phones. This statistic is even higher among Millennial, Hispanic and African American population segments. Mobile internet access is on the move.

mobile internet access on the moveWhile businesses may be hanging on to their computer infrastructure, consumers have clearly settled into their communication comfort zone. At quitting time, even business folks who are wired to their walls at work are grabbing their mobile devices and heading out the door.

Unless (until?) a better option comes along, people are opting to travel light and keep their devices close at hand.  For a growing many, mobile-ready with full featured apps are eliminating the need for a desktop computer.  It’s no wonder tablets, phablets, and smartphones are in such high demand.

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Breaking Up With Customers Is Hard to Do

I'M breaking up with YOU(Originally Published May, 2015)

As businesses big and small plod through a slow economy, there’s a tacit sense of urgency to survive. “We must increase sales! Where can we find new customers?!” This natural, albeit knee-jerk, reaction to tough times seems sensible. If sales are slowing down, clearly customers are not holding up their end of the agreement. Rejection hurts!

There’s the inevitable mourning period, but hopefully survival instincts kick-in and businesses get out of bed, into shape, and back out there in search of better customers.

schmoopieThat’s one way to handle it. There’s also begging for forgiveness.

Whichever approach you choose, breaking up with customers is hard to do. Walgreens recently presented their new strategy at the Loyalty Expo a few weeks ago in Orlando and highlighted two main reasons they’re opting to coddle current customers before marketing for more:


Walgreens logoAcceptance is the first step to recovery.

Rather than run away in search of greener pastures, Walgreens accepted their inability to keep patrons happy and worked to identify and repair the “leaky bucket”. From learning from their past mistakes, Walgreens is able to mature into a better brand.

Reconciliation is cheaper than divorce.
Before seeking separation, Walgreens’ accountants crunched the digits and determined current customers held more value once all the efforts and expenses were factored in.  Ultimately, marketing to current customer provides greater ROI – a language everyone speaks.

As Walgreens moves to ramp-up loyal customer rewards, they’re not leaving prospects at the door. How much “strategy seep” Walgreens will reap remains to be seen, but my money is on Walgreens for making happy customers who will surely spread and share the good news about Walgreens.

Best In Show Awards

InsideHeads ad in Quirk's Marketing Research Review
See our ad in Quirk’s

(Originally Posted May, 2015)

The votes are in! Out of nearly a hundred exhibitors, InsideHeads received an honorable mention for Best Event Experience at the first annual Quirk’s Event earlier this year at the Brooklyn Marriott in NY. The Best in Show awards came from responses collected in the event app and the post-event survey to attendees.

InsideHeads at the Quirk's Event
Event attendee displays her digital caricature from InsideHeads

With the 2nd Quirk’s Event already scheduled for the same bat time, same bat channel, InsideHeads is doing some advanced planning as well. Stay tuned for more fun and fabulousness from InsideHeads at the 2016 event February 23-24!