Mumbrella360 video: Six minutes on six marketing sciences with Adam Ferrier
In the latest in a series to run over the next few months, we present highlights from this year’s Mumbrella360 conference.
In this Mumbrella360 session, Adam Ferrier, curator, Marketing Science Ideas Exchange (MSIX) and global chief strategy officer, Cummins & Partners, talks about how the results of a scientific approach have a huge impact on marketing strategies and campaign outcomes.
The MSiX conference takes place on Thursday, July 30 in Sydney. For details click the banner.
Timeline:
- 0.56 – What to expect at MSIX this year
- 1.35 – Some “presentation theatre”
- 2.46 – First question in the experiment. Which man do you prefer?
- 4.23 – Second question in the experiment. Which jeans to buy?
- 5.21 – Final question – which cookie are you most likely to buy?
- 6.39 – “Here’s what I assume will have happened.”
- 6.57 – What’s marketing sciences?
- 9.35 – “Everything in market research is completely made up”
- 10.19 – “I couldn’t believe how few scientific principles were applied to market research”
- 11.05 – “We tried to apply scientific principles to what we did.”
- 11.47 – We’re at the very beginnings of taking science seriously into the marketing science.
- 13.05 – “The types of conversations are changing”
- 13.30 – The five points that form the scientific method
- 14.40 – The Pratfall effect
- 19.25 – Results of experiment question one
- 20.16 – Does the Pratfall effect work for brands?
- 21.26 – When brands screw up, there is often little impact
- 22.29 – Purposely blemishing a brand
- 23.52 – Results of experiment question two and three
- 24.24 – What the Pratfall effect and blemishing tell us about marketing
- 25.14 – Dominos marketing video
- 29.40 – Art Series Hotel Group video
- 31.56 – What’s MSIX?
- 33.26 – The “Visual Depiction Effect” in advertising
- 35.32 – Information shared with the creative department, and always considered when developing art work
- 36.00 – Sessions at MSIX – Michael Norton, James Hurman, The neuro science battle, clever data, where does marketing sciences belong?, MSIX Awards
- 39.40 – How far can you push the Pratfall Effect?
- 41.08 – Are there concerns about using this to an exploitative degree?
This video was shot and edited by cloud video production specialists 90 Seconds. For more details of their services click here.
Six minutes? Felt longer than that. Nonetheless still quite interesting.
I would suggest the jeans example from the presentation theatre experiment did not fall in line with expectations because it pre-empts the blemish, and my take on the Pratfall Effect is that the blemish needs to be presented as inadvertent.
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Really interesting stuff. The desire to create something perfect vs what consumers actually want.
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Some questions you should ask before conducting marketing science:
1. When hypothesis testing , do you sig test with p=.05?
2. How do you control for confounding variables?
3. Does the test meet statistical assumptions?
4. The number and type of variables collected
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5. How to do they deal with outliers?
If they cannot answer those questions, then they are probably clueless about data.
You should also ask them to provide proof (via outputs from SAS/SPSS/R, etc) that they have done statistical assumptions testing as violations of those assumptions affects the accuracy of the results. Just Google the type of analytics they are using, followed by ‘assumptions’.
And also avoid any research/analytics company that are affiliated with the media/marketing industry due to conflict of interest .
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