I stumbled upon a poem recently (jawab-e-shikwa by Allama Iqbal) while listening to Shirely Bassey’s playlist on youtube. It struck me, and it struck me bad…how come they managed to spot the right insight and were able to touch hearts and why me (a regular consumer insight manager) can’t?
Here is my take onto this.
- As a consumer insight manager/research manager: I seek data & data alone. Quantitative, statistically significant, thoroughly predictable data oozing out of the SPSS generated tables.
- When I picture the consumer, I see him/her through the eyes of numb numbers – numbers that are indicating what he/she has been doing after asking him countless interrogating questions.
- While I write presentations: I follow best practices available – I struggle with infographics and juggle with icons. I try to be authentic in findings; I picture the tough questions & skepticism and avoid anything that might spark a conflict of opinion.
And so I bring forward – Insights that are genuine, authentic and somewhat predictable. But insights that are not timeless. Insights that are compelling and clear but insights that are not big, hair and scary. Insights that doesn’t challenge the norms, that doesn’t throw anyone out of the comfort zones.
Fine this is the problem; here is a solution that I might think will help us in presenting & touching the consumer better. I want to be a magician, I urge consumer insight managers to become magicians by understanding the consumers better than anyone else.
We need to humanize research; human brain takes information from all senses and merges it to form perception and so should we as consumer insight users.
A little about me (Ayesha Saeed Haq): I am an insight-a-holic. And like all others marketing researchers I suffer from occasional heartbreaks when no one else can see what I can so I continuously work on improving my presentation skills, decision buy-in processes, and I try to keep on writing about insights that are or that will be driving our business strategy. Why dont you help me out, let me know about your ideas here, at twitter or at linkedin.