NEWS11 March 2015
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Columnists
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
UK — Daryl Fielding, outgoing director of brand marketing at Vodafone, warned marketers of the importance of having an overarching insight and that they risked failure without it.
Describing herself as a “passionate advocate of customer insight” as she spoke at the ISBA annual conference in London she told the assembled marketers: “You need to identify your purpose and essence – what do you do that’s different and clear?”
“On both the agency and manufacturer side I’ve seen the most atrocious insight, sometimes waiting for the insight of a product about to be launched,” she added.
And she went on to explain what she meant by insight. “I mean fundamental, human truths that would be there even if the brand didn’t exist. At Milka we got to the insight through ethnography, and that was that people used chocolate as a stress relief, it was the idea that chocolate is therapy and it became the founding insight,” Fielding said. “It took us two and a half years to get Germany on board with this insight and direction.”
At Vodafone she said that it had been more about empowerment, “do more, be more and get more with the technology from smartphones”.
She pointed to the nature of communication being: 7% spoken word; 55% body language and 38% tone of voice.
“Marketing is so obsessed with USP and the main message and in truth it’s the other stuff that’s working for you. At Vodafone we talk about conversations that work. Also with the call centre and retail staff the whole notion of tone is very important.”
She said she was fed up with the endless conversations about the latest paradigms in marketing, from storytelling to data to content. “Get over the notion it’s all about one thing, it’s all about being bloody complicated,” she said. “It’s highly complex and a rapidly changing universe.”
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
It is important to recognise and embrace the benefits of working in the market research industry, writes Louise McL… https://t.co/r7qSMTIVKk
Course5 Intelligence secures $28m investment https://t.co/tPodAbFUx1 #mrx #marketresearch
Aspect to launch Manchester viewing facility https://t.co/9ZQBkbPRMN #mrx #marketresearch
The world's leading job site for research and insight
Hasson Associates
Quant Research Executive
£23000–26000
Resources Group
Qualitative Project Manager (c.7 week contract – Aug & Sept) – Boutique Insight Agency
£250–300 per day
Hasson Associates
Evaluation Manager, Travel & Tourism
£36000–40000
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
RT @researchlive: MRS and MTab partner on training and certification https://t.co/r3ehEDDGRs #mrx #marketresearch
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
1 Comment
Anon
8 years ago
Great insight, I love it, Wonder why they didn't buy it right away
Like Reply Report