Alot of people take the piss out of Spam.
cynic even took the piss when we created a campaign that said …
‘SPAM, LIKE HAM JUST CHEAPER’
However just like prostitution – there must be alot of people that secretly indulge because not only is it still around, but it’s expanded it’s range.
Just recently I was in a Singaporean supermarket when I passed this array of Spam delectables …
SPAM with cheese???
Hot and spicy SPAM?
SPAM with garlic???
SPAM with 25% less salt??? [labelled as “CRAZY TASTY”, ha!]
Now whilst you could argue the shelves are fully stocked so no one has actually bought any, the fact is that for such a range to be on display, it must be doing pretty well.
And here’s the thing, whilst I know of many people who had it as a kid [me included] – I’ve not met anyone who admits to still buying it.
My point is that we all have guilty little secrets … be it food we like, things we think, ways we behave … however our goal is to keep them absolutely private because we know/assume that others would disapprove or think less of us if those facts got out – which is why companies that places all their faith in focus groups are only kidding themselves.
Don’t get me wrong, feedback and research is vital – but if you think people don’t lie/mislead [voluntarily or involuntarily] then you are setting yourselves up for a fall.
[Blatant sell: come and talk to us about our ‘circumstantial evidence research methodology – designed to separate truth from fiction!]
The failure rate for new products/brands is incredibly high and yet in many cases, they have been rigorously researched to within an inch of their life.
Whilst I know there are many factors that contribute to the success/failure of brands and products – including the fact people’s opinions change, which undermines research studies that go on for years – if focus groups were so accurate then NPD wouldn’t have such a high failure rate.
So next time a client talks about how their decisions have been made based purely on the comments and statements of their focus groups, remind them about the continual success of SPAM because they might just find it’s cheaper to walk away than to spend a fortune trying to attract a bunch of liars, ha!