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In a low-lit room within Shoreditch House, our latest Digital Leadership Dinner played host to a captivating discussion where John Kearon, Founder and Chief Juicer of BrainJuicer got emotional about marketing.
We think much less than we think we think. There’s a new understanding of how we really make decisions, coming out of Behavioural Economics and it’s rewriting the way we thought marketing worked. It seems our higher order powers of mental deliberation which we rightly praise and prize, turn out NOT to be our Oval office of decision making but more our press office of post-rationalisations. In short, the vast majority of people on the vast majority of occasions make decisions emotionally and instinctively and marketing needs to drop its belief that rational messaging is an equal player in the secret sauce of successful brands and get much more emotional about marketing.
However interesting that sounds, I promise it’s even more interesting when you start to explore the detail of this new science. But a word of warning: though each brilliant, counter-intuitive example startles and illuminates, if you don’t have a map by which to navigate and connect things, you can quickly lose yourself in a forest of examples.
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Posted: February 3rd, 2012 | Author: will.armstrong | Filed under: Customer Stream, Digital | Tags: behavioural economics, brainjuicer, chief juicer, john kearon | Leave a Comment »
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In the Marketing Society’s quarterly journal, Market Leader, John Kearon, Founder, CEO and Chief Juicer at BrainJuicer Group PLC reviews five inspirational books that challenge the conventional notions of what motivates us:
Over the past decade we’ve seen many books that challenge in one way or another the conventional notions of what motivates us and how we make decisions. These are the five that inspired me most, together with the impact they’ve had on me.
2010 Obliquity: Why Our Goals Are Best Achieved Indirectly by John Kay. Impact: Never forget happy customers always precede happy investors. There are some things in life that cannot be pursued directly, like happiness. Happiness is the consequence of other things like a rewarding job, family, hobby etc. Profits are the same. Do not manage your business for shareholder value but do something you’re passionate about. Delight your customers and profits will follow.
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Posted: December 14th, 2011 | Author: Leah.Latimer | Filed under: Market Leader | Tags: brainjuicer, Drive: the surprising truth about what motivates us by Daniel H Pink, Emotions Revealed: Understanding Faces and feelings by Paul Ekman, john kearon, Market Leader, Obliquity: why our goals are best achieved indirectly by John Kay, Stumbling on Happiness by Daniel Gilbert, The Marketing Society Blog, The Wisdon of Crowds: why the many are smarter than the few by James Surowiecki | Leave a Comment »
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The autumn issue of Market Leader has both a fresh new design and a bumper crop of must-read articles.
John Kearon, chief Brainjuicer heads the list with the cover story: Why marketing has been the death of innovation with harsh lessons for big centralised R&D departments.
Grant McCracken, the anthropologist’s anthropologist nails what he calls the Philistines in the Corporation – the forces that inhibit understanding of the cultural meanings so critical to brand success.
Mark Earls points out the lessons for marketers in the ways people copy each other and Nick Southgate shows us how to be Choice Architects. Not to be missed are Jeremy Bullmore’s revelations about life as a Mad Man and Rory Sutherland’s secret crush on Ronald Reagan.
Posted: October 1st, 2010 | Author: Glen Dower | Filed under: Market Leader | Tags: Grant McCracken, john kearon, Mark earls, Market Leader, the marketing society | Leave a Comment »
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John Kearon, Chief Juicer of BrainJuicer®, leads the Marketing Society’s quarterly ‘Makes You Think’ series. These deliberately provocative sessions from the frontiers of marketing are designed to make you think. As an extension of the series, this blog will hopefully provide some tasty brain snacks to keep the synapses firing between sessions.
Election fever is upon us with the televised debates and surprise Lib-Dem surge creating a buzz that makes this election perhaps the most exciting for decades. How many will vote, what percentage of the vote will each party get, how many seats will they gain and who will win? These are the questions in any election and it’s the moment our market research experts turn their attention from predicting marketing success to predicting the election outcomes. So what are the dark arts of our research experts, how accurate are they and have they changed or improved much in recent years? The answers might make you think about the techniques you use every day.
Market research as we know it, was largely invented in the 1930s by Dr George Gallup with his scientific sampling and polling work. Gallup founded the American Institute of Public Opinion in 1935 achieving national recognition by correctly predicting the result of that year’s presidential election from just 5,000 respondents. His prediction was in contradiction to the widely respected Literary Digest magazine whose more extensive poll based on over two million returned questionnaires got the result wrong. The other mainstay of political research, the focus group, was invented in the 1950’s, gaining widespread commercial use before being popularised in UK politics by New Labour. Read the rest of this entry »
Posted: May 4th, 2010 | Author: elen.lewis | Filed under: Customer Champions, Makes You Think | Tags: brainjuicer, election, john kearon, Makes You Think, research | 2 Comments »
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John Kearon, chief juicer, BrainJuicer will be writing regular posts to ‘make you think’ from next week. Until then, a brief interview
What’s your golden rule?
Keep breaking golden rules in search of better ones.
Who has been your biggest influence?
Kevin Kelly; founding editor of Wired magazine, publisher of the Whole Earth Catalogue, author of, Out of Control; The New Biology of Machines, Social Systems, and the Economic World. Famous quote, “Nobody is as smart as everybody.”
What is your most hated business expression?
”If it ain’t broke, why fix it”.
For me if it ain’t broke, break it and fix a better one.
What’s the smartest business idea you’ve ever had?
Realising there’s a generation of breakthrough science in behaviourial economics, social science and psychology, untouched by the big agencies but with the potential to reinvent the way market research is done.
Which leader do you admire most and why?
James Dyson; the contrarian, challenging, pig-headed, brilliant engineer who has redefined wheel barrows, vacuum cleaners, hand driers and hopefully more things to come.
What’s your favourite word?
Serendipity – voted the UK’s favourite word and I always bow to the Wisdom of the Crowd ☺
Tell us a secret
Balding men visit the hairdresser almost three times as much men with a full head of hair.
Posted: April 30th, 2010 | Author: elen.lewis | Filed under: Makes You Think, Q+A | Tags: brainjuicer, interviews, john kearon, Makes You Think, marketing society | Leave a Comment »
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| April 14, 2010 |
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The inaugural ‘Makes You Think’ session on Monday 1 March was a great success, it satisfied the synapses and the guests picked up a mind virus or two from John Kearon’s Me-to-We Research ideas. Our second Makes You Think session comes from the frontiers of marketing and human behaviour. Mark Earls, author of theHerd will be sharing his dogma busting challenge that the ultimate marketing is not one-to-one marketing but Herd marketing. The latest science shows we’re much less individual than we think we are and far more influenced by other people than we would care to admit. We’re designed for a world of other people and what we do to each other has far greater effect than traditional ‘persuasion marketing’. Mark will help us challenge the way we think about marketing.
Format of the evening – Growth Drivers Marketing Think Tank
This is an interactive breakfast session hosted by Alex Batchelor – one of our Thought Leaders. The format of this event is a talk, that will ‘Make you Think’ followed by a participation exercise where the audience will split into groups and then present their ideas to the rest of the audience and open to discussion or a vote.
Key Times
Registration: 8.00am – 8.15am
Presentation and working breakfast: 8.15am – 9.30am
Networking: 9.30am-10am
Location
Grange Holborn
50-60 Southampton Row,
London
WC1B 4AR
Posted: April 1st, 2010 | Author: matt | Filed under: Event, Growth Drivers, Makes You Think | Tags: Events, john kearon, Makes You Think, Mark earls, marketing | Leave a Comment »
