Nice little interview with Rory Sutherland of Ogilvy in which he dismisses traditional market research practices because of what he refers to as “social cues”.

 

These cues are the influencers behind instinctive, subconscious decisions which are made at or very close to point of sale. For example, when given a choice between two restaurants, we’re more likely to choose the one with 30 people dining in it than the one with three.

 

“Marketers have developed a system of consumer understanding which is actually blind to the most important influences on human behaviour”, says Rory.

 

Oh dear. Does social media help uncover these influences? We can assume it has the power to do so. But, as ever, it’s up to us to read and interpret things in the right way.

Jemima Gibbons
Jemima Gibbons

Social media consultant and author of Monkeys with Typewriters (featured by BBC Radio 5 and the London Evening Standard). Get your social marketing up and running with my Social Media Launch Pack!

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