Archive for Geoff Lowe

Pioneers with passion, imagination and ingenuity

Posted by Geoff Lowe on September 29th, 2013 at 7:13 pm

A spectacular sporting event unfolded in San Francisco this northern summer - an event that is a showcase of cutting edge technology in hydrodynamics, aerodynamics, structural engineering, computer modeling, sport science, team dynamics and business. The event is the America’s Cup - the oldest trophy in world sport and the absolute pinnacle of sailing.
In a game that doesn’t just push the limits of current technology, but blasts through it into completely uncharted territory, you’d expect big budgets to prevail, and to an extent, they do - but not as much as you’d think. The America’s Cup match itself was fought out between the defender, Oracle Team USA, and the winner of the Louis Vuitton Cup Challenger series, Emirates Team New Zealand. Backed by Oracle’s software billionaire Larry Ellison, and representing the most technologically advanced nation on earth, Team USA entered the match against Team New Zealand, representing 4.4m Kiwis, with a budget estimated to be around half that of the Americans.
Team New Zealand have attracted the most talented sailors in the world. They have engaged a group of the most experienced and successful maritime architects in history and they have easy access to reputedly the best and most experienced composite... Read more

Sharing the love in consumer research …

Posted by Geoff Lowe on May 5th, 2013 at 7:10 pm

It appears we may be making progress by switching to the lexicon of love. Consumers and respondents deserve to be acknowledged as people!

Reaching a peak in the marketing landscape

Posted by Geoff Lowe on October 25th, 2012 at 4:26 pm

Consumer researchers love to group people. It's central to what we do in our profession to help us reduce the complexity of the world so we can understand it better, and therefore do better things.
Of course, each of us belongs to multiple and often overlapping groups, which means the group we're identified with in any one context, for any particular use, is only useful in that context and for that use. Being grouped as a vegetarian is very useful at meal times, less so between meals.
Reaching conclusions through grouping and decision making
In fact, this tendency to group people isn't unique to consumer researchers. It's actually a well-understood natural process all humans use to make sense of complex things.
From an evolutionary point of view, the ability to reach conclusions fast by seeing just what matters in the current context has been advantageous to our species.
Like many evolutionary adaptations, however, this tendency to simplify has its limits of usefulness and it's good to understand those limits. Overuse of this particular advantage leads to poor understanding, and therefore poor actions.
One historic manifestation of this has been the tendency to assume differences in behaviour between basic demographic groupings in consumer research.
Thankfully we've moved beyond... Read more