Market Research the Poor Relation

An interesting article appeared in the current edition of 'Advertising Age' which explored the reasons for the alleged disconnect between Marketers and Researchers. Jack Neff, whom one respects and admires for his always cogent offerings, gave an excellent set of arguments to summarize the present apparent disarray between these particular elements involved in the advertising process.

The main thrust of the argument is that Marketers use and control the Researchers. Not only that, but the industry always makes sure that the controllers of the researchers (their bosses) always emerge from outside their ranks. It is not unusual, Neff claims, to witness new bosses emerge from areas as remote from Research as Finance. Other senior marketers control research either by ignoring it or using only those elements which reinforce their own decisions.

None of this surprises 'eardleyfactor'. Indeed eardleyfactor would be more surprised if it were any other way. Some may say it's sad that people find it so difficult to engage in meaningful teamwork. Nevertheless, anyone who has ever been instructed to indulge in it will know that there are always those in the 'team' who will 'cheat' and use the team to their own advantage. Usually the one responsible for giving the instruction will exempt themselves from its obligations. It's a fact of life that individuals look out for themselves, unless that by cooperating 'in extremis' for a while allows a survivalist outcome. Old people in Britain often bemoan the fact that the old wartime solidarity has long gone and Mrs. Thatcher's 'No such thing as Society' philosophy has triumphed. During World War II survival became a collective enterprise. In the following days of plenty this was replaced by the so called 'Age of Greed' in the 1980's.

The same resonance in the highly competitive yet non-cooperative world of Marketing/Advertising appears to be in play. Marketers rule and Researchers
serve. One could assert that the so called 'Creatives' fear the more objective approach of the Researchers. They feel therefore a need to control them and force them into a more subservient role. Our interpretation is that the two need not necessarily be in a state of conflict. If by cooperating 'Winning Ads' are the result, then there is room enough for common glory during the brief celebration one enjoys after the battle with the enemy. Make no mistake, there would be far less bloodletting on Madison Avenue if a new philosophy based on integrated lines were to evolve. This country is at war in a real sense, and the war of International Marketing is one it cannot allow itself to lose. To give itself an 'edge', marketing needs to think and act 'out of the box'. Failure to do so may result in pain so severe we may not recover. The danger is real and present.

Eardleyfactor has advocated this approach from its inception. The challenges to implementing it are considerable but certainly not insurmountable. Now is the time to consider all of the options and, perhaps for some, to begin to explore the previously unimaginable.

Robert Jack Eardley, M.D.                                                              Robert Francis Eardley, Cert. Ed., B.A.
3366 Commodore Drive                                                                  e-mail: robertfrancis@eardley.org
Lexington, Kentucky 40502-3602
(859) 229-7714
For those interested e-mail
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robertjack@eardley.org