Your Personal Experience Is Irrelevant

Your Personal Experience Is Irrelevant

Your Personal Experience Is Irrelevant One of the greatest marketing lessons I have learned came from my Sociology grad school advisor. After spending considerable effort preparing to present ideas for my first big research project I opened with the comment, "In my experience..." My advisor stopped me mid-sentence, his eyes got large, and he took a deep breath. "Listen to me," he said. "Your personal experience is irrelevant here. You are not a representative sample." And I was asked to start my work over. Marketers Are Not Normal In 2013, I worked on a study titled Marketers from Mars* that compared the online habits of digital marketers with the online habits of online consumers (basically everyone except digital marketers). Not surprisingly, digital marketers were more engaged in just about every form of online activity compared to the average consumer. As a digital marketer, I spend much of my day thinking about websites, emails, points of potential engagement. I look at things like copy and image selection...
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