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What happens when a marketer stops persuading and starts asking?
Maria Veretennikova moved to a new country and wanted to understand the people living there. She tried a few basic Clean Questions and was surprised how honest those conversations became. Caitlin Walker picks it up from there. She talks about a stale marketing team that got its creativity back by exploring why its own members buy things. She describes a brand relaunch that found its identity in a single metaphor. And she explains why focus groups go wrong the moment a facilitator says "so what you're saying is…"
Inside:
– why a brand's core should come from inside the company, not from an agency
– how to avoid groupthink and leave room for different answers
– one small habit for researchers: three questions before any interpretation
Clean Language in market research is still a young field, with plenty left to discover.
Maria Veretennikova is a commercial and marketing leader who previously worked at Colgate-Palmolive. Caitlin Walker is a Clean Language pioneer, creator of Systemic Modelling and author of "From Contempt to Curiosity".
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Project team:Ustina Yeskova — Podcast ProducerAsya Razumikhina, RepTech Stockholm — #DramaFree marketing
