"Wow - those marketers really understand me!"

Our Research Director, Laurie Pollock, brings us this insight into how we really see ourselves. It sure works for astrologers - marketers please note.

In 1948, psychologist Bertram R. Forer gave a personality test to his students, and then gave them an analysis supposedly based on the test's results. He invited each of them to rate the accuracy of the analysis on a scale of 0 (very poor) to 5 (excellent) as it applied to themselves: the average was 4.26.

He then revealed that each student had been given the same analysis:

"You have a need for other people to like and admire you, and yet you tend to be critical of yourself. While you have some personality weaknesses you are generally able to compensate for them. You have considerable unused capacity that you have not turned to your advantage. Disciplined and self-controlled on the outside, you tend to be worrisome and insecure on the inside. At times you have serious doubts as to whether you have made the right decision or done the right thing. You prefer a certain amount of change and variety and become dissatisfied when hemmed in by restrictions and limitations. You also pride yourself as an independent thinker; and do not accept others' statements without satisfactory proof. But you have found it unwise to be too frank in revealing yourself to others. At times you are extroverted, affable, and sociable, while at other times you are introverted, wary, and reserved. Some of your aspirations tend to be rather unrealistic.”

Forer had assembled this text from horoscopes.

Later studies have found that subjects give higher accuracy ratings if the following are true:

* the subject believes that the analysis applies only to them
* the subject believes in the authority of the evaluator
* the analysis lists mainly positive traits


Source: Wikipedia

Green Clutter or Social Awareness

Most US consumers think of themselves as environmentally friendly, according to an Environmental Leader article citing BBMG's "Conscious Consumer Report."

In addition to being eco-friendly, nearly nine in 10 US respondents self-identified themselves either as "conscious consumers" or "socially responsible."

That contrasts with respondents who self-identified themselves as "green." About two-thirds of respondents in the BBMG study said that the term described them "well," and 18% said it described them "very well."

"In a world of green clutter, conscious consumers expect companies to do more than make eco-friendly claims," said Raphael Bemporad, partner at BBMG. "They demand transparency and accountability across every level of business practice."

Thanks to emarketer who sent us this information. And to Greenpeace for the image.

Film company finds out what clients really think of them

Pollock Spark finds the answers to those questions that so many companies want answered: “What do our clients really think of us? Where do we fit in the marketplace? What about prospective clients – have they even heard of us?”

A leading NY film production company (identity withheld here, but call us if you want to know) wanted to discover where their brand stood in the minds of ad agency folks and who was their real competition. They were deciding whether to extend the current brand for a new venture, or to create a new one.

Pollock Spark talked to Creative Directors and Senior Producers, to writers and art directors. They also dug for fresh thinking within the client company: finding out how things looked from the point of view of individual members of senior management. Pollock Spark did the research, analyzed the responses, had the insights and made recommendations.

This client said of the experience:
“I said good things about you to your face and I'll say them behind your back as well. I thought you navigated a potentially difficult internal political situation at our company very well (difficult because of the self-perception differences between the partners), advertised your services accurately and delivered an analysis that is relevant, clear and integral to creating forward movement.”