By Jaisurya Das
Allo and welcome back to yet another edition of Dear MxM, unarguably India’s most candidly funny counsellor! May the force be with us. Amen.
Quite recently, while researching my pet subject cognitive neuroscience, I came across some fantastic recent insights into what the few decades hold in store..
‘Neuromarketing’ is slated to be the ‘Holy Grail’ of marketing and advertising in the future and contrary to what you ay think , the future is already here! So the quicker we all adapt to it, the softer will be the blow.
Whoever thought for instance that ‘confabulation’ would upset the apple cart for brands time and again… but that’s the truth.
‘Confabulation’ in psychiatry terminology is the falsification of information and creation of stories to fit into gaps that occur from loss of memory etc.
Almost all current research methodology focusses on either personal interviews, focus group discussions or surveys, all of which are highly dependant on the respondent’s answers.
That’s where ‘confabulation’ takes centre stage, leaving the unsuspecting researcher churn all this data, run fancy algorithms to find patters than govern purchase decisions and action.
Unfortunately. once these brands are on the shelf, nothing of this sort takes place and the consumer is as indifferent as ever. The answers are rarely found. It’s the ‘fill in the blanks’ in the consumer’s mind that defies logic, algorithms and marketing excellence.
And this is where behavioural economics and ‘Neuro-Understanding’ hold the key.
This isn’t a rhetorical strategy. It’s highly researched methodology coupled with deep understanding of the brain to give accurate answers. These are the signals we are going to look for, be it an advertising campaign or a brand launch exercise.
Ladies and Gentleman, the future is here. Don’t ignore these signs, for if you do, it will be akin to what the brilliant astronomer Galileo Galilei said much before our time ….
“ I do not feel obliged to believe that the same God who has endowed us with sense, reason and intellect has intended us to forgo their use “
So, cerebral kept aside for the moment, its Q&A time with write-ins from Chandigarh, Lucknow, Mumbai and Hyderabad this week.
Read on friends, read on!
Sir, I am just a graduate with an excellent track record. I am now working. Do you think it will help if do a postgraduate programme in media?
Why do you sound so diffident with a graduation under your belt? It’s all finally about the individual. Yes a good degree helps at the point of entry more than anything else. If you have a good track record and you’re happy with the work you’re doing, there is nothing else that you need to worry about.
Having said this, a postgraduation (from a reputed institute ) will build fresh perspective and probably give you a strong academic foundation to your work ahead. Yes, it also helps get you a better break with a good company. But do remember a PG is not life-changing and the only thing that can make a vast difference is You !
At the risk of sounding repetitive, ‘Master the Craft and the Career will Follow’. Sweet nothing can stop you.
All good wishes to you for a highly successful career ahead. Walk head high, my friend !
My wife and I are journalists. I have been urging her to continue her work as she earns twice of what I do and I will sit and manage our kid… like in the Raymond ad. But day after day. My wife says that Indian society does not accept the concept of “house husbands”. Sir, I don’t know if you answer such questions in Dear MxM. But please do….
I wonder if your inspiration was the ad campaign or was it for other reasons?
All the same, you are absolutely right and there is absolutely no reason why a husband can’t take over the house and all duties associated with it. Yes, it’s not customary, and does not conform to old school thought, but how does it matter?
The important thing is, for both of you to be happy and share responsibility, growing with the good and ‘not-so-good’ times. I can assure you, that Indian society will accept this quite soon, and even if they don’t, it’s not going to make any difference. The society doesn’t run our lives. We do.
If you ask me, It’s quite unfortunate that a good journalist like your wife is constrained to stay away from her calling, all to fall in line with stereotyped thinking. I do hope the imbroglio is comes to its logical end soon.
I wish the both of you all happiness ahead.
Sir, your website has statistics proving that magazines have de-grown in the last few years in terms of advertising spends. I work with a leading national newsmagazine. What should I do?
Well I would imagine, you are already facing this reality every day at work. Yes, globally the magazine market has taken a steady beating over the past decade.
Contrary to what people may think, this isn’t about the genre or quality of one magazine over the other. It’s the entire segment which has seen its advertising move to television and the online space.
Magazines as you are aware, is essentially a leisure medium that demands a fair amount of time. Hence with the advent of satellite television and high speed internet, spare time got divided between several mediums both active and passive. The obvious fall-out were the magazines, since the other two were far more involving and provided infinite variety to quench the desire for change.
Hence, to be honest I wouldn’t remain in this segment too long since, it may deprive me of the challenge and excitement of a more fast paced market.
Moreover, in your case it’s a news magazine which is a genre that is nearing extinction.The interest in long analytical stories has dwindled and media today is about delivering short, crisp bits and bytes of information to keep the consumer’s informed.
Move on, my friend. You have a life ahead of you.
All good wishes for a great media career ahead!
Sir, since you worked with leading media groups, I want to ask you this question: are film awards rigged? Please answer truthfully.
Ha ha. Answer truthfully, I believe! What gives you the impression I don’t?
Let me at first clarify, that by working in a large media house, one is not necessarily involved in any of their industry awards. Yes, I have worked on several large format events that included awards and contests, but fortunately miles away ( in spirit ) from the hallowed judges arena.
But more importantly, why are you complicating my life, young man? I mean, I have a rough time answering complex questions already, and the last thing I need, is to get one of those Shoaib Akhtar missiles coming straight at my solar plexus!
Jokes apart, that’s a smart question buddy!
To be honest, I have no clue as to what really happens behind the scenes. Popularity is a major factor I would imagine, and this can skew even the jury’s thought process.
Having said this, I must add that all contests and awards across the globe face the same criticism and this normally originates from nominees and their brethren, who haven’t been at the receiving end of an award or fame.
Personally, I would take a lot of this kind of buzz with a pinch of salt, though, yes, sometimes the powers that are, can be ‘spot on’ in predicting the list of winners at some of these ceremonies.
And, yes, the sixth sense is a powerful tool too, or so I am told. And if nothing works, just redo the maths. Now, that’s what I call the smart sense!
Simply, have a splendid weekend with much fun and cheer I say ! Not to worry folks, we will be back next week with much much more. And yes, all this will be for you..
Dear MxM ; Only because we care !
And yes, do inbox us with your questions on editor@mxmindia.com with ‘Dear MxM’ in the subject line and yes, I promise to read every single question. We honestly do !
Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India. The views expressed in this column are his own.