Consumer insights often present topics that deal with socially undesirable situations. These statements can tap into areas such as social preconceptions, the need to fit into a group or social image desires. In these cases, such insights may fail to validate, not necessarily because they don’t resonate with consumers or are not true, but rather because social desirability bias leads to low identification with the insight. In other words, low scores can be caused by the reluctance to admit embarrassing or socially unaccepted situations.
The first edition of ‘How Cool Brands Stay Hot: Branding to Generation Y’ is now a bit over 2 years old and it’s been a hell of a ride. In the past years I’ve travelled the world to share the Cool Brands story on international & national stages, such as Ad Congress, the Youth Marketing Strategy Summit, the Nordic Media Festival, Future Summit, the Kid, Youth & Parent Power Congress… I have enjoyed discussions with global brand and marketing teams at in-company sessions for MasterCard, Pepsi Lipton, Heineken, Converse, Diesel, Pernod Ricard, Coca-Cola, the BBC and many more.
Last month, on June 17th, I was given the opportunity to represent InSites Consulting at my first STIMA congress. Located in an impressive venue with a warm and welcoming team, the congress was a perfect evening full of neuron stimulation and sharing of best segmentations practices, because that was the day’s topic. Ranging from marketing to senior citizens to women segmentation to NIVEA Men, all topics were very captivating and generated thoughtful discussions.