Anxious Australia: how marketers can overcome consumer resistance
In a time of uncertainty, the distance between you and your competitors may be simply who is better at finding hidden opportunities, says Bryan Melmed.
Is our data powerful enough to measure anxiety in Australia?
We debated this, in the abstract, for more than a week. It had nothing to do with our data – we knew it was powerful. It wasn’t a question of measuring anxiety, either. We had first done so months ago, observing how nervous Americans became as the Zika virus slowly moves north.
It was Australia itself that was the problem. Because by and large Australia is a very easy-going country compared with other developed nations. It is a place that believes “she’ll be right”, that things will work out somehow.
