One of the most powerful ideas I know in marketing is to make people comfortable with the idea that no one market research study, no one gut call, no one secondary research study, no one of anything can answer challenging business and marketing questions.
Only with lots of information and lots of insight, can you “triangulate the truth”. This isn’t my phrase, its the brainchild of Dr. Barb Watts, who I worked with on some research studies at Dairy Queen. While trying to explain this concept to students, I realized it needed to be visual as well as explained, and one of my talented students undertook the challenge of making this concept come to life. If you wanted or needed one visual about how to understand your brand or know how to become a good marketer, this is it: ambiguity rules, best combatted by finding the information to allow you to Triangulate the Truth.
{ 2 comments… read them below or add one }
Right on target… however, many times “Executive Decision” gets in the way.
Lee, how right you are. Sometimes the truth gets distorted! And we’ve worked on some of those projects together!