When Kerosene met Dull (with Peter Field)

A year into the project, what have we learnt about the real price of being dull? Adam opens Season 2 with one of the core collaborators on The Extraordinary Cost of Dull, marketing effectiveness expert Peter Field.  

Peter and Adam share how the Extraordinary Cost of Dull has grown from an idea that kickstarted our last season to a 3-year research project with multiple contributors. One that has been sparking a vital conversation within the marketing and communications community over the last year. 

Starting with their reflections on the response to the project so far, they discuss new developments including: 

Data from the DMA that reveals what dull is costing us not just in TV, but through the whole funnel 

Upcoming work from Dr Karen Nelson-Field, another core collaborator, on the real cost of choosing lower attention media platforms and channels 

Peter’s latest findings on the business effects of dull, and its impact on brand trust 

The development of the practical strategic tools to help marketers avoid dull from the start 

They finish with a look at their ambitions for The Extraordinary Cost of Dull in the year head.  

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The Extraordinary Cost of Dull Project is open to contributors. Do you have a data set to share with the project? Get in touch at hello@eatbigfish.com 

Follow the project: https://www.eatbigfish.com/the-cost-of-dull 

Follow Peter's work here: https://www.linkedin.com/in/peter-field-20110120/

Connect with Adam on Linkedin: https://www.linkedin.com/in/adam-morgan-3a473a/ 

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