Consumer research platform Attest has unveiled a campaign to urge brands to remove guesswork from their marketing playbook ‘for good’.
The campaign – which follows the finding that 57-73% of marketers feel their departments rely on guesswork – aims to highlight the risk of such guesswork in an era of weakening brand loyalty.
With nine in 10 consumers (92%) trying different products and services due to price pressures, Attest hopes to showcase the dangers facing brands that rely on instinct instead of data.
The ‘Make guesswork illegal’ spot – developed in partnership with Nusa Films – sees Attest CEO and founder Jeremy King don a lab coat to walk us through the Guesswork Crime Lab, where the most ‘salacious brand crimes are investigated for their lack of consumer forethought’.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
King feels that personal bias can “derail even the greatest of experiments, resulting in massive, costly mistakes and error-filled conclusions.”
“Yet, when I was just starting to dream up the idea for Attest, I was shocked to see that many businesses consistently fail to make decisions with anything like the inputs, objectivity and rigor that science demands – often using pure guesswork,” King added.
“We see the same mistakes again; flopped product launches, marketing that backfires, failing to understand consumer needs or choosing the right tone at the right time.
“Whether a brand is handling the backlash from a high-profile controversy, adjusting prices due to inflation or strategising on how best to reach their next wave of growth, you can easily trace the biggest PR, advertising and product disasters back to one simple fact: instead of doing their research, brands made big calls based on guesswork.”
Attest is a platform that exists to put insights into brand’s hands by making it ‘less of a big deal’ to conduct regular research.
