Here’s Why Marketers Shouldn’t Assume Anything
Nathan Saville loved drama and music at school, and believes wholeheartedly that those subjects prepared him for his career.
“It built my confidence - if I look at what I'm doing now, it’s sometimes like a performance. I used to sing in front of people and act in front of people so I can get up and do a PowerPoint presentation, no problem,” he said.
Nathan has been a part of the market research industry for the past 20 years and during his time he has seen trends come and go. He has observed the spectrum move from quantitative to qualitative, and can feel an industry-wide change in the air.
Market research is something that continues to surprise Nathan. “Don’t assume anything,” he said. He made a point to express the importance of ‘doing your research’, especially when it comes to targeting demographics.
“We often base demographics on the life stage of a consumer, their age, where they live, and are they buying this product. A panel should be made up of every demographic in order to gain the best understanding. That's where the surprises lie, you have to remain inquisitive, always,” he explained.
Nathan believes he does have the ability to understand people better than he would have had he chosen a different career. However, with the ever-surprising nature of the market research sector, he knows that from time to time he will get it wrong.
Nathan spoke of a time when he ‘got it wrong’ and he remembered thinking that the target audiences were going to love what was put together. In reality, he ‘didn’t read the room very well,’ as he recalls it.
To combat this challenge, they went straight back to the drawing board and started again the next day with a new focus group.
“You have to just pause, even if it’s for 24 hours. You’ve got to look at what didn’t work and why. If you need to pivot, then pivot. Go back the next day with something new,” he commented.
He spoke of the importance of community. When Nathan began his career, he didn’t realise that he was meeting lifelong connections. Clients and colleagues have turned into friends. More often than not, he is working with the same people he worked with before, the only difference is the company name in the email signature.
As the world continues to move forward at a pace that we’ve never seen before, understanding one’s audience can be difficult. According to Nathan, market research is constantly looking for new ways to service the growing needs of brands. From traditional mystery shoppers to the online customer experience, market research is moving just as fast as everyone else.
Nathan reflected on his life, stating that he’s discovered the secret to sustaining a long career;
“I would say that you don’t have to agree with everyone. It’s about surrounding yourself with people that challenge your thinking. They’re the people that you will learn from most. Find people who will disagree with you as well and keep that authenticity.” he said.
