Thursday, 30 September 2010

The hidden side of everything

Suicide bombers should buy life insurance. Revered sumo wrestlers engage in match fixing. Great doctors have higher mortality rates than mediocre ones.

On first glance, these facts don’t make much sense. The data behind these statements however, tells a very different story.  Freakonomics and the sequel Superfreakonomics do an amazing job of explaining how, sometimes, counterintuitive thinking is the best kind of thinking.

At THE DM GROUP, we think the most exciting part of our job is to find the strongest market insight we can for our clients, and then do our best to exploit that insight throughout all of our communications.

After reading both books, Craig Hockley, Stephen Flewell-Smith and Brandon Clark each have another way of understanding the challenges facing our clients and a real thirst for understanding why things happen the way they do. They may well ask more questions and chase down more data but in doing so, aim to deliver much more exciting insights to base your strategy on.

Give them a call to talk about uncovering the hidden side of your marketing efforts or, if like them, you’re just looking forward to the Superfreakonomics movie and just want someone to take you!