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A discourse analysis of 'hope you are well?'

How to spot a fake: a discourse analysis of 'hope you are well?'

First of all - an apology

I recently -  carelessly  - allowed some people called University of Skills to access my LinkedIn address book. I now think that everyone I am (was?) connected to received an email from me saying something like this: 'Hey, Hope you are well ....' followed by a plug for the University of Skills website, which I wont repeat here. I apologise. I did not realise they would do that and I won't do it again.

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Forget focus groups for testing written communications. Here's what to do instead

It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.

Many clients still use focus groups, because that is how they have always tested advertising. 

I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.

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When ‘insight communities’ aren’t right for you

What are insight communities?

Insight communities have been one of the big success stories of the last few years in research. The notion behind them of course is that consumers who have opted into an actively-managed long-term ‘community’ of like-minded consumers will be more engaged and provide more relevant, collaborative and in some cases quicker marketing feedback than would be feasible through more traditional methods such as focus groups and surveys.

All fine and good, except ……

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Communicating survey results fast and slow

The way market researchers have traditionally presented survey data in slide after slide of complex tables and charts can best be described as mind-numbing cruelty. The usual charts we see around are nowhere near as interesting as this one.  It is cruel to clients to impose dull complex charts on them. It is also a pretty ineffective way for our industry to communicate.  In this post, I offer some suggestions based on Fast and Slow Thinking.

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