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Comments
John Baumgartel July 21st, 2009
I’ve read the report by Matthew Robson and agree with the premise that marketing on anecdotal evidence is generally a disaster… the excitement comes from taking note of these reports and running down the insights they present, and there are many. Mr. Stoneman can still test the truths with effective research to apply to broad audience (or narrow). Mr. Robson conclusions may not be fact, but as a creative marketer I tend to look at this report as a great starting point with insights for discussions leading to explorations of what if? and what could we learn? If nothing else you get to glimpse into the mind of a fifteen year old.
Neil Stoneman July 22nd, 2009
Hi John,
No dispute this report would make a great starting point for further investigation and no doubt it’s better than no insight at all.
The broader point revolves around the mistake many firms make when they react to one voice rather than take a proactive approach to finding out what the market thinks. I’ve seen it done before and will no doubt see it again.