The Ugly Truth

While waiting for a friend, I broke a rule. I bought a new marketing book. As if I don't have enough of them already. Sigh.

Hey, the cover was nice and shiny. Plus, the first few pages grabbed my attention. So I closed my eyes and bought the damn book. It's Harry Beckwith's The Invisible Touch.

I couldn't help smiling as I was reading the first chapter where Beckwith talks about market research. That is sooo me! Me with my addiction to market research. Me with my fear of moving my fat behind without a survey to back me up.

Beckwith says, "Research does not expose the truth; it blinds us to it."

It is true, you know. I don't know about you but 8 out of 10 times that I conduct a market research study, I do so to confirm my own biases. It's the know-it-all in me.

Of course, I did not come upon that startling realization until Mr. Beckwith came along. So in the event my marketing career dies an unceremonious death, I intend to put the blame squarely on Mr. Beckwith and his book.

Pre-Invisible Touch, I would have bludgeoned anyone to death for daring to suggest I was doing that. Mr. Beckwith, I am happy to report, has not been bludgeoned to death by me. He is, in fact, living a happy, healthy life in Minnesota where he has a thriving marketing career.

I often thought I conducted market research to point me in the right direction. Of course, that still holds true sans Harry Beckwith. Except, now, I am aware that, sometimes, I could be conducting market research for reasons that have nothing to do with marketing but everything to do with my ego as a marketer.

When I find myself arguing with a client who insists on launching a product that would best serve Klingons and their galactic forces, I resort to market research.

Let's find out what our customers really want through a scientific way!

Yeah, right. Actually, it's simply to prove I'm correct and everybody else is wrong. Period. End of discussion. No erase.

Often, I find myself sifting through the results to get data that only supports my own recommendations. I know, I know! I should stand trial at Nuremberg. But if we're really honest with ourselves, a lot of us are guilty of that. And we wonder why marketers are perceived by the world as spawns of Satan?!

I'm not saying we shouldn't do market research or that market research is useless. Neither is Beckwith.

I'm echoing Beckwith that we should seek understanding through market research but be careful with the data we get from it. Moreover, be careful with how we use that data.

Some dude from the dead Lehman Brothers (may their corporate souls rest in peace) said that people working on Wall Street have egos. Otherwise, they wouldn't be there. I shall paraphrase that.

Marketers have egos. Otherwise, they would not be in marketing.

Therefore, when conducting market research and analyzing the data gathered from it, it is best to park our egos somewhere. Preferably in a guarded parking lot. That way, if the stupid ego attempts to leave, the guard can shoot it.

I enjoyed Beckwith's book. Well, the first chapter, at least. I haven't gotten to Chapter 2 yet.

The last time a marketing book made me smile (yes, doubting Thomases, it is really quite possible for a boring business book to bring out a smile), it was Jeffrey Fox's How to Be a Marketing Superstar. Before that, it was Darryl Travis' Emotional Branding where he also mentioned his friend, Harry.

I am inclined to believe now that anybody who wants to write an amusing marketing book needs a friend named Harry or should go by the name Harry.

Henceforth, I shall be known as Harry.

Labels: market research, marketer, marketing

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