Comments for Alain Breillatt http://pictureimperfect.net Perfect Insights on Imperfect Products Wed, 10 Mar 2010 11:50:36 +0000 http://wordpress.org/?v=2.1.2 Comment on Why Your Quant Metrics Are Lying To You by John Rood http://pictureimperfect.net/2009/06/12/why-your-quant-metrics-are-lying-to-you/#comment-1096 John Rood Mon, 15 Jun 2009 20:01:09 +0000 http://pictureimperfect.net/2009/06/12/why-your-quant-metrics-are-lying-to-you/#comment-1096 Alain, thanks for these thoughts. I agree with you 100% that survey data can be misleading in a variety of ways. One answer is qualitative/ethnographic research that calls out consumers when their behavior differs from their constructed self-images. (As an aside, I'm glad you pointed out the lack of this self-correction that can limit the effectiveness of focus groups for many applications). Another alternative that you begin to point to here is conducting research via social media. The great advantage from a data standpoint (and there are others) is that the researcher is harvesting self-reported consumer data "in the wild" rather than putting consumers to a question (do you read labels? Do you!?) that puts the consumer on the spot and creates an opening for dishonesty. I've written more about <a href="http://www.knowledgeistics.com=" rel="nofollow">social media market research here.</a> Alain, thanks for these thoughts. I agree with you 100% that survey data can be misleading in a variety of ways. One answer is qualitative/ethnographic research that calls out consumers when their behavior differs from their constructed self-images. (As an aside, I’m glad you pointed out the lack of this self-correction that can limit the effectiveness of focus groups for many applications).

Another alternative that you begin to point to here is conducting research via social media. The great advantage from a data standpoint (and there are others) is that the researcher is harvesting self-reported consumer data “in the wild” rather than putting consumers to a question (do you read labels? Do you!?) that puts the consumer on the spot and creates an opening for dishonesty.

I’ve written more about social media market research here.

]]> Comment on Does Your Brand Tell Lies? by Alain Breillatt » Why your quant metrics are lying to you http://pictureimperfect.net/2009/04/23/does-your-brand-tell-lies/#comment-1080 Alain Breillatt » Why your quant metrics are lying to you Fri, 12 Jun 2009 20:59:25 +0000 http://pictureimperfect.net/2009/04/23/does-your-brand-tell-lies/#comment-1080 [...] and probably 99% identical across an 8 week period.  I described one such delta moment scenario in my last post concerning the not-from-concentrate orange juice “lie” that ruptured the Breillatt [...] […] and probably 99% identical across an 8 week period.  I described one such delta moment scenario in my last post concerning the not-from-concentrate orange juice “lie” that ruptured the Breillatt […]

]]> Comment on How Social Media Really Works by Excellence Is The Best Policy [Picture Imperfect] « iforma.ca http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-1079 Excellence Is The Best Policy [Picture Imperfect] « iforma.ca Fri, 12 Jun 2009 18:37:39 +0000 http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-1079 [...] an interesting post over on Picture Imperfect here that gets into how product companies can no longer scam customers as easily thanks to the power of [...] […] an interesting post over on Picture Imperfect here that gets into how product companies can no longer scam customers as easily thanks to the power of […]

]]> Comment on Does Your Brand Tell Lies? by Gareth Morgan http://pictureimperfect.net/2009/04/23/does-your-brand-tell-lies/#comment-1066 Gareth Morgan Wed, 10 Jun 2009 01:37:37 +0000 http://pictureimperfect.net/2009/04/23/does-your-brand-tell-lies/#comment-1066 Great post! - I encountered a similar article on the subject in The Economist a couple or three weeks ago, and immediately felt betrayed: I've regularly bought 'not-from-concentrate' juice over the years under the impression that I was buying something relatively natural and healthy. Well, this week we bought a juicer and a heavy-duty blender. I'm done trusting someone else to process my fruit. Homemade juice and smoothies from now on... Great post! - I encountered a similar article on the subject in The Economist a couple or three weeks ago, and immediately felt betrayed: I’ve regularly bought ‘not-from-concentrate’ juice over the years under the impression that I was buying something relatively natural and healthy. Well, this week we bought a juicer and a heavy-duty blender. I’m done trusting someone else to process my fruit. Homemade juice and smoothies from now on…

]]> Comment on Does Your Brand Tell Lies? by tim http://pictureimperfect.net/2009/04/23/does-your-brand-tell-lies/#comment-524 tim Wed, 29 Apr 2009 01:33:47 +0000 http://pictureimperfect.net/2009/04/23/does-your-brand-tell-lies/#comment-524 This just reinforces my preference for frozen concentrate! This just reinforces my preference for frozen concentrate!

]]> Comment on What Do Your Customers Know About Cool? by Picture Imperfect » Does Your Brand Tell Lies? http://pictureimperfect.net/2009/04/23/what-do-your-customers-know-about-cool/#comment-427 Picture Imperfect » Does Your Brand Tell Lies? Thu, 23 Apr 2009 18:32:00 +0000 http://pictureimperfect.net/2009/04/23/what-do-your-customers-know-about-cool/#comment-427 [...] Florida but instead shipped from Brazil?  At that point, the damage done by Mr. Arnell’s ill considered packaging refresh will be a tempest in a teacup compared to the response to Ms. Hamilton’s book explaining how [...] […] Florida but instead shipped from Brazil?  At that point, the damage done by Mr. Arnell’s ill considered packaging refresh will be a tempest in a teacup compared to the response to Ms. Hamilton’s book explaining how […]

]]> Comment on How Social Media Really Works by Alain http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-267 Alain Tue, 14 Apr 2009 15:26:17 +0000 http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-267 Ben, you know, I'm actually in the midst of sifting through two posts that I plan to publish in the next few days discussing: 1) How the big brands like P&G and Kraft are struggling with this question about how to engage. I mean, it makes perfect sense for Dell to open up their site and say, "Come talk to us." because they have a large technically adept following and passionate customers at that. But what does anyone want to say about a 99 cent blue box of Kraft Mac & Cheese? Or how about Tide liquid detergent of all things? It seems like with Nutella, the most successful communities are organic - the question is how do you seed the community and foster its growth? It probably requires an examination of what types of products and services warrant a community engagement. The other post I'm sifting through is 2) Whether all of this "engagement" actually has real benefit for a brand. Skittle turned their website into a socially focused site where users drive the message. Is this actually driving better results to the bottom line? Some would say this is like advertising - you make the media spend because that's part of keeping your brand in people's minds. Others would say it's all about cementing your relationship with consumers and getting to understand their underlying needs. REALLY? I just don't know that every Brand Manager can realistically anticipate this being the truth. Ben, you know, I’m actually in the midst of sifting through two posts that I plan to publish in the next few days discussing: 1) How the big brands like P&G and Kraft are struggling with this question about how to engage. I mean, it makes perfect sense for Dell to open up their site and say, “Come talk to us.” because they have a large technically adept following and passionate customers at that. But what does anyone want to say about a 99 cent blue box of Kraft Mac & Cheese? Or how about Tide liquid detergent of all things? It seems like with Nutella, the most successful communities are organic - the question is how do you seed the community and foster its growth? It probably requires an examination of what types of products and services warrant a community engagement.

The other post I’m sifting through is 2) Whether all of this “engagement” actually has real benefit for a brand. Skittle turned their website into a socially focused site where users drive the message. Is this actually driving better results to the bottom line? Some would say this is like advertising - you make the media spend because that’s part of keeping your brand in people’s minds. Others would say it’s all about cementing your relationship with consumers and getting to understand their underlying needs. REALLY? I just don’t know that every Brand Manager can realistically anticipate this being the truth.

]]> Comment on How Social Media Really Works by Ben http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-265 Ben Tue, 14 Apr 2009 15:10:33 +0000 http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-265 You know, an interesting blog post would be "A Code of Ethics for Brand Manager about Conversations". For many products, customers are the "awkward teenagers" at the party, who don't want to start a conversation. A Brand Manager should have some responsibility to start a conversation...but you're right, how can you start it with out appearing to game the system? Is it creating a discussion around the problems that your product can solve? Is that ethical/good business? You know, an interesting blog post would be “A Code of Ethics for Brand Manager about Conversations”. For many products, customers are the “awkward teenagers” at the party, who don’t want to start a conversation. A Brand Manager should have some responsibility to start a conversation…but you’re right, how can you start it with out appearing to game the system?

Is it creating a discussion around the problems that your product can solve? Is that ethical/good business?

]]> Comment on Continuing the Conversation on Finding an Unsolved Problem by Alain http://pictureimperfect.net/2009/04/13/continuing-the-conversation-on-finding-an-unsolved-problem/#comment-253 Alain Mon, 13 Apr 2009 17:19:20 +0000 http://pictureimperfect.net/2009/04/13/continuing-the-conversation-on-finding-an-unsolved-problem/#comment-253 Saeed, I've enjoyed the discussion and was impressed with the work you and the others are writing when I found your site through the Cranky PM's site. The Wheelies photo is a direct meta-reference back to your post. It always surprises me when a niche like Wheelies pops up in the market. It seems so straightforward and yet none of the roller skate or skateboard manufacturers came up with the idea. It took an outsider to develop it. That's the danger of too narrowly defining your market and not asking the crazy, "What if" questions. Saeed, I’ve enjoyed the discussion and was impressed with the work you and the others are writing when I found your site through the Cranky PM’s site. The Wheelies photo is a direct meta-reference back to your post. It always surprises me when a niche like Wheelies pops up in the market. It seems so straightforward and yet none of the roller skate or skateboard manufacturers came up with the idea. It took an outsider to develop it. That’s the danger of too narrowly defining your market and not asking the crazy, “What if” questions.

]]> Comment on Continuing the Conversation on Finding an Unsolved Problem by Saeed Khan http://pictureimperfect.net/2009/04/13/continuing-the-conversation-on-finding-an-unsolved-problem/#comment-252 Saeed Khan Mon, 13 Apr 2009 17:08:50 +0000 http://pictureimperfect.net/2009/04/13/continuing-the-conversation-on-finding-an-unsolved-problem/#comment-252 Hi, Thanks for the link and discussion about my blog post. The fact that you have a Wheelies picture is very interesting. Those shoes were one of the products I was considering writing about when I wrote my post. Who wudda thunk a there was enough of a gap between shoes and rollerskates to launch a successful product. Hi,
Thanks for the link and discussion about my blog post. The fact that you have a Wheelies picture is very interesting. Those shoes were one of the products I was considering writing about when I wrote my post. Who wudda thunk a there was enough of a gap between shoes and rollerskates to launch a successful product.

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