In the inaugural episode author and behavioral scientist, Richard Shotton describes three of his worst insight industry pet peeves and aims to banish one of them away forever in Room 101, much like the popular British TV show. He describes each of the three items and offers guidance on how we could actually solve these marketing problems.
The three pet hates from insights industry culture Richard describes are the myth of the public trust crisis, complex jargon and terminology, and an over-reliance on claims data. For each of the three pet peeves, he describes his own experience and suggests how advertising professionals could avoid these pitfalls and create more engaging and effective content.
In the second episode, Jem Fawcus—co-founder and CEO of FIREFISH—walks through three trends in the insights industry that he laments enough to banish forever. He describes each of the three and offers guidance toward how we could actually solve these cultural problems. The main pet peeves Jem describes are: 1) the use of the word “consumer” to describe people, 2) the siloing of different research methodologies, and 3) the resistance for companies to move toward renewable energy.
Caroline Frankum - Is it time to drop the Imposter Syndrome Label?
In the third episode, Kantar’s global CEO of Profiles - Caroline Frankum walks through three trends in insights culture that she despises. She describes each of the three and offers guidance toward how we could actually solve these marketing problems. The main pet peeves Caroline describes are the tendency to use old words to define a new world, the problem of impostor syndrome, and panel commoditization. For each of the three pet peeves, Caroline describes her own experience and offers reasons why the world of market research would be better without these evils.