The Musings Of An Opinionated Sod [Help Me Grow!]

I pointed out how I don’t think they understand the real needs, wants and motivations of their top tier passengers and that it doesn’t matter how much data you have, if you don’t understand what it’s really saying, it’s useless.

Worse … it’s commercially dangerous.

Especially if you choose to ignore 2 consistent ‘hidden’ traits of humans:

1. All of us have areas of hypocrisy.
2. Most people tell you what they think will help protect their beliefs rather than reveal them.

I ended the post asking how the hell could they get so many key elements wrong for such an important relaunch … suggesting the research company they used looks like they spent too much time with the data and not enough – if any – with actual customers.

So imagine my surprise – and delight – when last night, I received this:

Not sure this is the best ‘ad’ for Kantor.

Or the research industry, to be honest.

And just before I get any hate, I have a lot of time and respect for the research industry – when it’s does properly and well. But frankly, we’re witnessing far too many focusing their efforts on how to ‘optimise’ their efficiency [read: using AI and bots] and redefine their position [read: being consultants rather than informants] the the work coming out ends up – ironically – making us ask more questions than have greater understanding.

Don’t get me wrong, I know research is not perfect – what the hell is?

I also appreciate that any research is better than none.

However when companies act like they – and only they – have all the answers, then they better be OK with owning their mistakes … because if they don’t, they’re no longer valuable to business, they’re a danger to it.

I get we live in a time of corporate hutzpah – where no one must show any weakness or vulnerability – but what that also means is we’re living in a time of Emperor’s New Clothes and we all know how that turned out.