It is a well-known fact: only 1 new launched product out of 8 becomes a real success. A big challenge faced by all companies. So should you surrender to fatality and pray for luck to be successful?
I always wondered how this very high failure quote is überhaupt possible? It can’t be a question of means as the budgets are impressive. Neither is there a lack of competence as highly qualified and experienced marketing experts are in charge of such programs. So if it is not a question of means or people, what could be the reason?
I have good reasons to believe the actual paradigm, which dominates the marketing community, shows dramatic deficiencies. And let’s be clear, this paradigm is not only ruling the marketing community, but a bigger part of humanity.
The essence of the paradigm consists in the believe people take their decisions rationally and therefore can explain the how’s and the why’s of their decision making process. Traditional market research is based on this paradigm and will provide information about how the consumer thinks about the product, the packaging, the advertisement,… This has without a doubt a certain degree of interest but it clearly fails to lead marketers to success.
There’s more than enough evidence to state that the decision making process is much more non-conscious than previously thought. On the one hand there are many different technologies available to discover the non-conscious processes of the mind. On the other hand I believe Marketers should not just trust technology but also learn about the laws and processes of the non-conscious mind and integrate these fundamental insights into their marketing programs.
HONEUR or the House of Neuromarketing proposes workshops to cultivate your knowledge and get you started with Neuromarketing. Read more about it here.