According to a new study in by Landor iPod was the breakaway brand of the year and Viking as in the upscale appliances brand was second.
Some very interesting tidbits from the study:
1. Coke didn't get on the list. Their study approach is about 'growth' brands meaning how they have fared in the past 3 years. While Coke is one of the biggest brands in terms of awareness, it has basically been completely stagnent. Not good news for the marketing folks over there.
2. According to Hayes Roth the CMO for Landour, ""Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge,"
3. Landor says "Social networking sites fail to connect. Brands like MySpace.com, eHarmony.com and Facebook.com were all ranked losers in 2006 – a year where being able to create and distribute user generated content ruled – as exemplified by YouTube and Yahoo!" This one is a bit confusing as the Fortune article talks about people under 18 weren't included in the study so the jury is still out whether or not social networking didn't connect or the study researchers didn't connect but I still think the distinction of 'social network' vs 'distributor' is an interesting one.
Tuesday, 9 January 2007
iPod Breakaway Brand of the Year
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In a related story, a survey of studies showed that 100% of studies demonstrated precisely what they were designed to demonstrate, irrespective of whether the study designers actually knew what they were looking for. A spokesman for the Critical Research Council of Canada said, "Survey design has a greater influence on the outcome of the survey than the actual opinions of those surveyed. This means that any arbitrary survey could produce any arbitrary answer based on a number of factors, none of which have anything at all to do with the question at hand." The spokesman went on to say that more subtle information gathering techniques are required to truly understand the opinions of a population and make business decisions. "Unfortunately," he added, "almost no businesses today use critical qualitative methods to understand either their existing or potential customers."
In other words, any quantitative study should be considered as suspect, with the survey method and questions subjected to critical analysis to determine the underlying (albeit often tacit) politics.
Hum and if that's what they are saying for quantitative, imagine what that means for qualitative studies....
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