Marketing Research - Cool?

As far as I know, this was the first time in recorded history anyone used the words, marketing research" and "cool" in the same sentence. There apparently is a move afoot to make marketing research "cool" within the agency world, a  world that for years have given only grudging acknowledgment that research is something other than a profound pain in their creative arses.

How do you make something cool? Either it is or it isn't. "Cool" cannot be conferred by agency creatives upon research wonks anymore than college jocks can confer "cool" upon chemistry geeks. As anyone who is cool will tell you, "cool" comes from within, not without. And people who are cool absolutely never worry about being perceived that way.

And marketing research is cool.

• It is absolutely cool to discover what jazzes and what frustrates buyers of your product, and then make changes that give customers more of what they like and less of what they dislike.
• It is cool to hear the way your company is described in the real marketplace, and to discover relevant ways of influencing that conversation.
• It is profoundly cool to hear the excitement as customers and prospects discuss a new product they believe will have a positive influence on their lives - especially if it's YOUR new product.
• It is undeniably cool to provide the underpinning of understanding that agencies use to build creative that connects consumers to a product.

So if marketing research is cool, why aren't marketing researchers?

• Because we bicker about which methodology is best
• Because we turn simple projects into convoluted, expensive ones
• Because we write about research in ways that would put an insomniac to sleep
• Because we think that making marketing research abstruse makes us look smart
• Because we get caught up in approaches and forget the real reason for doing marketing research is to provide insight - to help clients make informed decisions.
• Because we do not build research plans to address the marketing objectives
• Because we are more concerned with getting the project than in providing real value

So if we marketing researchers are ever going to make it to the exalted state of "cool" - we are going to have to do it ourselves - not wait for the Agency creatives to vouchsafe it upon us.

And we'll do it by facilitating the connection between communicators and customers better than anyone else. By providing the better understanding that leads to better marketing.

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Comments

[Keith Hughes]

Why is it that those of us who are considered to the "uncool" must change in order to be "cool"? The hip and the popular benefit from what we do. They call the results "cool" while keeping us in our dungeon of geekdom.

If what we do is cool, and if others can recognize the coolness that comes from our labors, then we are truely cool. We need to recognize that we are already cool, and of someone doesn't think so, maybe the problem is with them.

[Mark Harrison]

When a client gets edgy and nervous when you ask about talking to their customers, you should get edgy and nervous, too.

[Twila Marie]

Great Post! I've been an independent consultant to market research co.'s for years now, and it is the COOLEST!