Tom H. C. Anderson - Next Gen Market Research™cover letter samples for graduate jobs
office junior cover letter no experience
creative writing for journeys
how to write application letter for college
electronic cover letter salutation
case study examples information technology
buy e stamp paper online delhi
research report indesign template
cover letter samples youth worker
critical thinking conceptual clarification and its importance in science education
essay on internet in hindi wikipedia
essay writing school picnic
writing report card comments for esl students
buy cheap paper flowers
leave application letter for going native place
short essay on summer vacation for kids in hindi
essays in marathi for school level
literature review for knowledge management
quotes in a research paper mla format
application letter for government position philippines
application letter in the philippines government
business plan pro 11.0 premier edition free download
essay 200 words sample
literature review 4ps
literature review on domestic violence against children
sample personal statement for undergraduate university admission
sample personal statement for graduate school in accounting
narrative essay experience is the best teacher
scdl assignments for sales and distribution management
cover letter sample marketing manager
writing research papers a complete guide 14th edition download
cover letter hospitality staff
cover letter for resume waiter
essay for 8th class
my best friend essay for class 10
application letter bahasa indonesia
essay scholarship mara
themed writing paper for kids
school violence research paper thesis
assignments help india
literature review smart grid cyber security
a case study in cell structure and function
cover letter biology postdoc application
online essays in hindi language
counseling psychology admission essay
argumentative essay topics college students easy
cover letter customer support engineer
research paper topics ballet
letter to college director format
essay on my best friend in hindi
descriptive essay my best friend
request letter format to bank for loan
creative writing prompts personal narrative
bank teller resume cover letter template
creative writing exercises junior high
help me find out essays in marathi
assignment help india
beauty of nature essay in hindi
english essay form 5
essay writing format ielts
essay writing course online
cover letter for goldman sachs associate
muet writing essay example question 2
uc berkeley essay prompt 2013
creative writing examples year 11
phd letter of application sample
cover letter car dealership receptionist
freelance academic writing jobs in pakistan
job application letter format for mechanical engineers
case study 12-2 the brain behind the big bad burger
critical thinking logic propaganda
software engineering case study library management system
cover letter for zara
write a letter of reference for yourself
best buy canada cover letter
writing a good personal statement job application
kaplan critical thinking test
admission letter university sample
long essay about myself
sample personal statement for transitional year residency
essay writing form 2
valparaiso university personal statement
isb essays 2013 pagalguy
university of chicago essays that worked
english literature example essays gcse
customer service essay introduction
good essay topics hunger games
chemistry extended essay topic ideas
how to write an ap language analysis essay
fsu creative writing club
case study child labour in pakistan
where to buy paperself eyelashes
service learning reflection paper sample
application letter for address change in bank
zara case study procurement and outsourcing strategies
case studies people narcissistic personality disorder
cover letter for undergraduate nursing student
case study house pierre koenig
bank teller supervisor cover letter sample
competency dictionary critical thinking
thesis statement research paper sample
essay on my family doctor
reflective essay leadership nursing
case study 3 1 the demand for big macs
peace corps admission essay 1
research papers on domestic violence against women in india
buy college essay papers
definition essay transition words
air pollution essay kids
sample application letter for volunteer nurse in the philippines
research paper on nature vs nurture
critical thinking for college students by jon stratton
thesis proposal in the area of computational sciences
essay 300 words free
essay titles for lady macbeth
500 words essay on lokpal bill
essay on true love never dies
a critical thinking disposition scale for nurses short form
margins personal statement law school
free sat essay examples
art history research paper thesis example
where to buy scrapbook paper online
literature review example short
how to write a narrative speech about yourself
persuasive essay topics for high school students
essay voyage michael clay thompson
how to write an essay about myself pdf
cover letter for sales assistant yahoo
academic essay title generator
case study situational leadership model
buy cheap tissue paper online
cover letter sample veterinarian
cover letter after long unemployment
creative writing four genres in brief download
graphic design trainee cover letter
narrative essay moving to america
entry level nursing cover letter sample
essay titles for vietnam war
literature review for journal article
cover letter for internship logistics
how to write a biology lab report results
how to write a psychological case study analysis
components of literature review
custom photo paper placemats
buy paper ee savings bonds
i hate writing essays about myself
uksca case study presentation
pharmacy transfer personal statement
personal statements for medical school applications
music essay jyj review
case study chad evermore
writing prompts for high school students expository
how long should personal statement for law school be
personal statement online dating
freelance academic writers wanted
analytical essay intro example
how to write an essay introduction paragraph example
cover letter examples zookeeper
mla citation song of myself
letter of intent employment sample
critical thinking in psychology ruscio pdf
lined essay paper printable
content writing services australia
kitchen design cover letter sample
critical thinking in psychology by john ruscio
reflective essay examples nursing
what to write for college essay common application
book report for when you reach me
college scholarship essay format examples
sample application letter for high school admission
do you write lab reports in past tense
do you write a lab report in present or past tense
annotated bibliography servant leadership
essay on my family in english
annotated bibliography apa nursing
essay on time travel to the past
case study using narrative therapy
teaching critical amp analytical thinking in high school biology
annotated bibliography worksheet high school
sample of annotated bibliography apa style 6th edition
is the case study daybed comfortable
mfa graphic design thesis proposal
good english essays spm
top english essay spm
application letter for fresh graduate commerce
definition of literature review by different authors
good math research paper topics
research paper topics for nursing students
someone to do my spanish homework
good argumentative essay topics for college
university of toronto writing centre literature review
cover letter future job openings
cover letter for entry level database administrator
abnormal psychology research paper rubric
report writing for correctional officers
argumentative essay laminated reference guide
cover letter for lead generation
case study of jeffrey dahmer
social work personal statement conclusion
free compare and contrast essay for college

More Than Market Research - Gain The Information Advantage

Tom H. C. Anderson - Next Gen Market Research™ header image 6

Tom H C Anderson Interviews Business Guru Eliyahu M. Goldratt

May 19th, 2010 · 6 Comments

Part One of Five - Eliyahu M. Goldratt on Market Research (Customers and Intuition)

I recently had a lengthy talk with Dr. Eli Goldratt, the famous Israeli physicist who has become one of the most well known management gurus of all time partly due to his work with the Theory of Constraints (TOC). His 1984 book The Goal is required reading in most MBA programs around the world, and since then he has published several other books, most recently Isn’t it Obvious which looks into retail.

I think Eli is a truly fascinating thinker and a bit of a polymath. Because our discussion was so lengthy and covered various topics, I’ve decided to publish it in five parts over the next few days. I’ll omit our initial discussion specifically related to Anderson Analytics of course ;)

I hope you find my discussion with Eli as interesting as I did. Today’s excerpt below will serve mainly as a brief intro.

TA: Dr. Goldratt, I think you’ve written some of the greatest management books of all time. And people are beginning to realize that the TOC theory, which seems to be more focused on factory line situations, translates to service-type businesses. I’m wondering, Eli, if we can use TOC effectively even at higher end services such as market research, or business consulting?

EG: I don’t think that I have much doubt about it, and I’ll tell you why. Take your field; you are trying to convince a client to engage you to do some important research in some very defined area in order to get some more reliable answers for him to consider, or even to change, his decisions. And this is what you call the ‘high end’. What about if you had to do the same thing with a client, but where your job is to convince him to totally change the way he manages every aspect of his whole company. The whole thing. Do you think that’s a little bit more difficult?

TA: Sure.

EG: Sure. But that’s exactly what I’m doing, and I’m using the Theory of Constraints for it. So now you see why I don’t have any doubts that the Theory of Constraints would work for such a field.
But let me give you the real difference. You say that you have read some of my books, correct?

TA: Right.

EG: My last book I entitled ‘Isn’t It Obvious?’, and the idea here is not to say that it’s obvious, but to say something else: if you do a proper analysis, when you come up with a solution, the solution looks so obvious that you are mad with yourself for not having seen it before! These are solutions that work. You see, in physics the rule is that anything that works must be so simple that, when all physicists see it, they will be hitting themselves over the head for not seeing it before.
But somehow, in business, we admire sophistication rather than simplicity. A solution that is not obvious once you see it will never work. A solution that is obvious once you see it will definitely work. The only problem is that to find such solutions is not simple. But what I’ve tried to do in every single book is to present that such solutions exist, even to huge problems that were considered to be unsolvable before. And each time, I think that the readers of my books are all saying, “It’s common sense!”. Which means: it’s obvious now.

TA: Right. Well, I mean, customers are a bit difficult because, as customers, we don’t always behave rationally. There’s a lot of thought in market research now that a lot of our decision making is not very rational at all; the reason we select a brand is emotional and even unconscious.

EG: Oy, oy, oy, oy, oy! First of all, define rational. Define emotional. You cannot separate the things, ok? Because let’s face it, you’ve worked a lot with clients. Have you noticed to what extent their decisions are intuitive? Correct?

TA: Right.

EG: Now, have you also noticed that intuition stems from emotion? For things that we are not emotional about, we have zero intuition?

TA: Sure.

EG: So you see, intuition and emotion are linked together. The other thing is that every expert in logic will tell you that you cannot apply logic without intuition. It’s an impossibility. So it’s all interwoven. So, when we say sometimes that customers are not logical, it means only that customers are using a different starting assumption than what we had assumed. But it’s perfectly logical from there on.
Now, why did they use this starting assumption while are we using something else? There can be many reasons for it; many times it’s history. Stop separating the things, they are all intermingled. Emotion, intuition and logic are totally intertwined.

TA: How do you define intuition?

EG: Intuition is the ability to jump to a conclusion without any intermediate steps.

TA: Right. Well that’s the problem. Understanding that intuition and…

EG: Yes, you can decipher it. But carry on.

That’s it for today. Tune in for the next post as I get Eli’s thoughts on the theory of constraints and more specifically on the offshoring of market research!

@TomHCAnderson

[Post to Twitter] 

Tags: Anderson Analytics · Business Guru · Eli Goldratt · Foundation for Transparency in Offshoring · Interview · Market Research · Market Research Guru · Marketing Guru · Marketing Research Guru · Marketing research · NGMR · Off-Shoring · Offshoring Transparency · Strategy · Tom H. C. Anderson · global market research · next gen market research · offshoring

6 responses so far ↓

Leave a Comment