This Month’s Newsletter

May 2018: Asking your permission (the GDPR issue)

I expect in the last few months that you have been hassled with a flood of communications about GDPR. It’s ironic that something designed to protect people from unwanted intrusion becomes intrusive all by itself. So in a few days, I shall be asking those of you who have informally agreed to receive this monthly email from me to formally acknowledge that you’re happy for me to continue. Otherwise, I will remove you from the list. Those of you who opted into the MailChimp list will continue as before. I will be placing a link to the privacy notice on my website which will explain how your data is passworded on Mailchimp. And we shall carry on as before.

I want to tell you about the products and services I am offering. But I have heard from many of you that you appreciate this monthly thought piece. I want these communications to be useful and perhaps even inspire. And this monthly update will show that my shutters are up and the lights are on! So I hope you are happy to continue, confident that the communication between us will be respectful and appropriate.

johari windowWhen permission isn’t enough!

I thought though that a bit of heresy wouldn’t go amiss in this month’s newsletter. I was using this chart a few days ago in a workshop to show how research is not restricted to gathering data of which the customer is aware and is willing to share. The top left of the schematic shows that part. Research also uses a variety of methods using projective and enabling techniques to get people to reveal what is beyond their awareness and willingness too. This does not mean that we trample on permission. But a little thought will show you that there is no way that we can get strangers to reveal deep insights about themselves within minutes of the start of an interview, without a little encouragement. This will continue as long as research continues.But it won’t if research is limited to internet surveys where people tell you what they know. So if you want to know what your customers really think,  don’t think that all you can find out is what they know and are wiling to tell you. A well designed research study will tell you more than that. So call me and I will tell you how I do it. One of the most successful projects I ever did was to find errors that the people I was interviewing were not aware of which saved the client some £5 million.

 

IPA boxAdvertising effectiveness and judging the IPA awards

I was in the hospital for a day this week for what the pros like to call a procedure. Which means I am recuperating at home just in time to take delivery of a box of papers to arrive from the IPA (Institute of Practitioners in Advertising). I have been honoured to be asked to be one of the shortlisting judges for what is the Formula 1 of advertising effectiveness – the most rigorous assessment of the effectiveness of advertising campaigns off and online that exists. So think of me reading a couple of papers a day for the next 4 weeks – each one is 4000 words in length plus the substantiation. Judging takes place next month and the awards which take place every 2 years – will be announced in October of this year. I have been assured that it is a fantastic education – there’s nothing like having to review case studies of some of the most famous and successful campaigns in existence to decide if it was the advertising wot did it. Or if other factors intruded. It reminds me of a ticking off I got when working on government business encouraging small companies to go on the internet. When the call centre couldn’t cope with the calls. We wanted to take the credit but given the daily coverage about the internet in the press we had to acknowledge that the huge response wasn’t a direct result of the advertising! Similar rigour is used for  IPA Effectiveness!

In other news 

May will bring more than reading IPA papers – there’s a couple of research projects going through. If you have work you want to book me for in June and July do get in touch. I will be back on my feet and able to attend meetings at the end of next week.The Ginny Valentine research bravery awards are closed now and the judges’ panel is due to meet for that next week.

Check out the blog at Further and Faster or follow johngriffiths7 on twitter.


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