If the story is that 10% of women like your product and 20% of men like it, then it will simplify down to ‘This is good for men’ – which is a bad simplification as it ignores 80% of men who do not like it.īonus Tip: If you are delivering bad news, do not rely on just the facts. If the story is that 90% of people like your new product, that will simplify to ‘Most people like your product’ – no problem. Create a story that when simplified is still correct.All the rest of the findings can be made available, but focus on what they want/need to know. Don’t tell the client everything you know, tell the answer to their problem.Find out what most people think, before looking at segments, which brands/concepts do best and which do worst get a feeling for all the strong messages. ![]()
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