So recently I was sent a document by a researcher friend of mine that he thought I’d find quite interesting.
As usual, he was right – even though he also demonstrated how flawed research can be.
What am I talking about?
Well, apparently a company was commissioned to find out how marketing presentations could be improved and as part of that study, they wanted to find out who Market Researchers regarded as some of the best presenters out there.
The study asked professionals from 42 countries for their suggestions and they came up with a list consisting of some 114 names … however, and here is the interesting [and flawed] bit … of those 114 names, just 10 were mentioned on numerous occasions.
And who were those 10?
Andy Dexter
Martin Lindstrom
David Smith
Neil McPhee
John Kearon
Paul Marsden
Justin Gibbons
Rob Campbell
Mark Earls
Steve Jobs
Martin Lindstrom?
Yeah, I can understand why he’d be there, just like I can appreciate Mark Earls and Steve Jobs presence on the list … in fact I can see why all of them would be there bar one.
Me.
Now I know what you’re thinking … it’s the same as I was thinking … that Rob Campbell can’t be me, but I have it on good authority it is.
HAHAHAHAHAHAHAHAHAHA!
HAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHA!
HAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHA!
Jesus, if ever proof was needed research folk need to get out more, this is it …
Seriously, anyone who has watched me bumble my way through my PSFK presentation will know I am to slick presenting what Jeremy Clarkson is to compassion and understanding … so god forbid, someone in market research land uses that as a blueprint for how to ‘connect’ with an audience.
Now, unlike the other names on the list [and I mean the 114 people, not just the members of the ‘top 10’] I am rather chuffed to be mentioned in the same breath as them – but it all goes to show that not only is research fallible, but a bit of swearing can go a long way, hence my presentation at the SPIKES is going to be called …
“What to do when the fucking fuckers don’t like fucking advertising anyfuckingmore.”