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Posts tagged ‘STATISTICS AND DAMNED LIES’

MARKETING “TRUTHS”!!!


Lies, damned lies, and statistics” is the persuasive power of numbers, particularly the use of statistics to bolster weak arguments, and the tendency of people to disparage statistics that do not support their positions.

The term is part of a phrase attributed to the 19th Century British Prime Minister Benjamin Disraeli, among others, and later popularized in the United States by, among others, Mark Twain: “There are three kinds of lies: lies, damned lies, and statistics.” The phrase is not found in Disraeli’s works nor is it known within his lifetime and for years afterward. Many coiners have been proposed. The most plausible, on current evidence, is Charles Wentworth Dilke (1843-1911).

In the business of marketing, the first stage is to look for data that would be in alignment with the PURPOSE. It is not an effort at ascertain the “FACTS”, for the sake of  arriving at the “TRUTH”. The purpose colours one’s collection of data, interpretation and the formulation of the hypothesis and final presentation as the TRUTH. Many business consulting agencies have cropped up proffering advice to its clients, and such “Advice”  becomes the bedrock of the Company’s strategy. The latest assault carried out by Gillette in the marketing of its shaving products follows the above mentioned path. TIMES OF INDIA, dated 25/11/09 (Bangalore Edition) has front-paged the following news item.

A survey was carried out by AC Nielsen and Gillette Mach III and it was reported that Indian women in the metro cities like Mumbai, Ahmedabad, Delhi, Lucknow, Chennai, Bangalore, Kolkatta and Patna praised actors Shah Rukh Khan and Shahid Kapoor in clean shaved faced looks. Only 8 % of the women said that they loved Shah Rukh Khan’s unshaven look in “Chak De India.”

In the report, Patna has been included in the list of METRO CITIES of India. This is the first time that i am intimated that Patna has become a METROPOLITAN city!!! Besides this glaring non-factual assertion, the report generalizes the “PREFERENCE OF INDIAN WOMEN.”  If they had left out Madras, i’d have been happy. I know for a fact that Shah Rukh Khan is not a celebrity in Chennai as much as even the second grade Actors and Actresses of the Thamizh cinema,  leave alone the big names like Rajnikanth , Kamal Haasan, Surya, Dhanush, Simbu etc. In the list mentioned above except for Surya and Dhanush all the other  actors sport a moustache. To bring in Shah Rukh Khan into the assessment in Chennai is ill-fitting to the core.

WHAT WOMEN WANT, is a package deal. Women using their influence subsequent to the acquisition of a boy-friend/husband could always influence the man to doff or don a mooch. It is not that important, that the mooch is an integrally inalienable part of the chosen  man. It is AT WILL that it could be removed or sported.

I see this whole exercise by AC Nielsen and Gillette Mach III as nothing but CHERRY PICKING of the sampling lot by AC NIELSEN to support the business of its client Gillette! I reproduce herebelow the stated objectives of AC NIELSEN from its own company profile available in the internet:-

Our full range of modelling & analytical services integrate information from multiple sources and transform data into strategic insights and tactical recommendations. Data sources include detailed retail measurement information, consumer purchasing information, media measurement information, customised research and virtually any other source that can be quantified from a client’s own or other external sources.

These recommendations given to their clients get bandied about as TRUTHS, and even become the pillars of the arguments of some half-baked TRUTH SEEKERS.

The statistical data collected, collated, analyzed and disseminated as TRUTHS are nothing but the lowest  for of LIES, as DISRAELI had so rightly said more than a century back. Only a JEW could have said that. A Mark Twain could have popularized it, in the American tradition, but it is the JEW who himself is surrounded by the LIE MANUFACTURING Caiaphases who could have been this perceptive in distilling the essential TRUTH.

Let us look at the whole assertion logically. Would GILLETTE have gained if AC NIELSEN had come up with a report that bearded and moustached individuals fared better with the fair sex? I suppose not. Therefore buttress a pre-desired objective with half-baked REPORTS and use the money muscle to get them published in the Newspapers.

TRUE EDUCATION IS ALSO TO DISTINGUISH FACTS FROM DATA, AND SEE THE MIND OF THE HANDS THAT FEED THE CONSULTING AGENCIES!!

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