Oh dear… Yet again, someone is claiming to have discovered the Holy Grail of scientific marketing… The ability to dig down in people’s psyche and discover the triggers that can be manipulated to make the consumer lust after your totally wanky product. This time it’s a group of ResearchNozzles at IBM’s Almaden Research Centre in California. According to the group’s leader, the problem is that firms are trying to understand customers by studying their “demographics” (age, sex, marital status, dwelling place, income and so on) and their existing buying habits. That approach, he believes, is flawed. What they really need is a way to discover the “deep psychological profiles” of their customers, including their personalities, values and needs. Hello, that’s exactly what Dr, Ernst Dichter claimed back in the Mad Men days… It’s all in my book, “The Ubiquitous Persuaders.” (Did you buy the fucking thing yet?) It was a crock of shit then, it’s a crock of shit now. That’s why BDA’s and BDC’s are still doing focus groups, in spite of the fact that over 70% of the shit that tests well in front of half a dozen cretins in a Boise supermarket sub-basement, fails in the market place… As I love to paraphrase William Goldman… Nobody in advertising knows fuck all about advertising… Yeah, I know that’s a double negative. But you get my drift.
We be deep psychological profiler shit!