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469 Any Insights Yet? by Chris Kocek
The Marketing Book Podcast
Finding Contradictions and Asking 'What If' in Marketing
The key in marketing is to identify contradictions in consumer behavior and use them to delve into deeper insights. Contradictions can reveal consumers' blind spots and help understand when and why they deviate from their usual preferences. By finding these contradictions, marketers can uncover valuable insights that lead to more successful campaigns. For example, the Lay's Do Us a Flavor campaign highlighted conflicting data points about consumer behavior towards new and unusual flavors, demonstrating the power of leveraging contradictions in marketing strategies. Moreover, asking 'What If' questions can spark creativity and innovation by encouraging individuals to think outside the box and consider disruptive ideas. While some may view such inquiries as a waste of time, they are actually instrumental in pushing boundaries and generating novel concepts that can resonate with consumers on a deeper, more personal level.
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