the difference

the difference

People are drawn to things that are different.

But difference also makes us feel uneasy.

It challenges our preference for harmony.

We need time to assimilate change into our worldview.

So it’s ironic that marketers, who depend on promoting change, rely so heavily on tools and techniques that fail to appreciate this aspect of human psychology.

Pre-testing truly innovative creative will very likely provoke negative responses, because respondents don’t have time to assimilate the innovation and realign accordingly. It’s easier to reject sudden change than it is to try to understand it.

Similarly, if we use econometric modelling to define our approach rather than refine it, the inherent focus on ‘mass opinion’  drives us towards a lowest common denominator: a mediocre solution that is acceptable to the majority.

But mediocrity is unremarkable, and therefore doesn’t make a difference.

And if you don’t make a difference, why bother at all?

*update: PSFK has just published a great example of pre-testing that killed off creative innovation

About these ads

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s





Follow

Get every new post delivered to your Inbox.

Join 43 other followers

%d bloggers like this: