Imagine a line drawn in the sand that is filled with hot
burning coals. To the left of the burning line stands a group of people. And to
the right of the burning line stands another group of people. The group of
people on the left are all directly facing the burning line drawn in the sand
and are staring at the opposing group. The group on the right are also all
facing the burning line drawn in the sand, staring directly at the group on the
left.
The burning line drawn in the sand represents trust. The
group of people on the left believe they are entitled to the right group’s
trust because they are trying to help them. The group on the right believes
trust is earned and will not easily give it to the group on the left. The tug
of war between the two groups over trust causes friction and creates the
burning line drawn in the sand that neither can cross without the right tools.
The above scenario is analogous to what was presented at the
recent 2014 Future of Consumer Intelligence conference (#FOCI14). The group to
the left was Big Business, the group to the right was the Public and we as
attendees were willing and able to sit right on the burning line drawn in the
sand and discuss how to bridge the gap between groups.
BIG DATA VS. BIG
PRIVACY
As marketers and researchers we love to collect lots of data
with the intention of using personal information to improve products, services,
and lives. But at what point is it considered invasion of privacy? Do consumers
really know how their data is being used, regardless of whatever they agreed
to? At FOCI14 it was made evident that as marketers and researchers, we teeter
on the brink of “Empowerment vs. Endagerment”. The path to maintaining the
balance and bridging the gap on the subject of data between Big Business and
the Public was made evident: provide clear, concise rules and guidelines for
how consumer data is used that moves past legality and into the territory of
morality.
MARKETING SCIENCE VS.
PEOPLE
Clearly our industry is at a point of disruptive innovation
as new technologies and methodologies allow researchers to get a clearer
picture of consumer insights. But who are behind all of these insights? That’s
right, people. In our industry we label people as consumers, customers,
shoppers, respondents, target markets and more. But remember that behind all of
our studies are people. And sometimes we can act as a barricade between
companies, their brands, and their consumers in an attempt to remain unbiased
and objective. So how do we bridge the gap?
For starters, John Havens, Founder of The H(app)athon
Project, suggests we can begin by switching out the label “consumer” with
“customer”. Whereas Elizabeth Merrick, Senior Customer Insights Manager of HSN
suggests we consider research as another touch point of the brand, “We should
allow customers to contribute to a brand, not just consume it.”
So it appears the segue between marketing science and people
is essentially personal treatment and recognizing that customers are
more than a data point within a spreadsheet.
TECHNOLOGY VS.
HUMANIZATION OF DATA
The more I thought about it, FOCI14’s tagline of The
Convergence of Technology, Marketing Science & Humanization of Data seemed
unintentionally (or perhaps intentionally) dichotomous where both Big Business
and the Public were descending upon the line drawn in the sand. So it goes with
technology & humanization.
There is no doubt that technology improves lives at
blistering speeds. Ray Kurzweil, Director of Engineering for Google pointed out
that, “Information Technology expands exponentially across time, not linearly.”
But as we become more technologically advanced, do we lose a piece of our
humanity and our identity?
As we discussed more and more about the subjects of
technological advances, psychological habits, triggers, and touch points at
FOCI14, it seemed the key to closing the gap between technology &
humanization of data relied upon engagement. If new technologies enable to
us to engage with customers in a more
meaningful way and people are able to
build stronger psychological connections with each other, then the gap is
bridged. If on the other hand, the research community were to stand disengaged
with customers and people, then technology & humanization in the field will
stand diametrically opposed on a bridge that is about to collapse.
So the real question in all of this is, “Has your
organization bridged the line drawn in the sand?”
Editors Note: This post was written by MrChrisRuby, an
award-winning expert Marketing Research & Consumer Insights Executive who
has consulted with several Fortune 500 companies. He is passionate about
morphing data into actionable marketing intelligence that augments business
operations. Follow MrChrisRuby on Twitter @MrChrisRuby, email him at mrchrisruby@gmail.com or
read The Market Research
Insider blog.
