The Importance Of Focusing On Outliers In Market Research
An average marketer thinks in averages. A great marketer thinks outside the averages.
The best ads I’ve seen in recent times are often serialised. Whilst they have the same central theme, strategy and message, they have multiple versions which explore those elements in a nuanced way based on the characters and demographics within the ads.
Why is this format so effective?
Audiences are more likely to connect and engage with a message when there’s a demonstration of understanding and shared experience.
The best way to focus on exploring stories alongside the averages:
- Work with the right insight agencies who have adequate engagement with minority voices to provide robust data on historically ‘hard-to-reach audiences’. Word On The Curb is one of those.
- Data is as much of an art as it is a science. Therefore, you can often interpret research however you want. But be careful not to ignore the genuine stories from the insight–make sure you place them at the heart of your strategic thinking.
- Constantly test your thinking. You may have decades worth of industry knowledge but ultimately we’re in the game of audience engagement. Audiences change, so we need to ensure we place understanding people at the heart of how we operate.
Don’t obsess about the headline stat, understand and respect outliers, and look for nuances in data. Great marketing needs to play to the individual differences that we all have.
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