Getting to the crux of the matter

Thailand, like most other Asian countries, is a mix of ambiguity and complexity where nothing is quite as it appears in the first instance. The famous Thai smile for example can mean any of 101 things from "I want to stab you in the back" to "You are the shining beacon in my life". Grenjai, namjai and face all play huge roles in the day to day lives of ordinary Thai people.

Which means that the role of market research is more important than ever when attempting to uncover hidden insights and gems of truths. My problem is that in Thailand the "focus group" seems to be the answer to all insight quests. Why would that be a problem you may well ask? Well, with all these complex cultural nuances how can a focus group ever truly expect to reveal true insights. As a sweeping statement and over generalization, Thais say what they think you want to hear. Controversy and out-spokeness are not generally held traits.

Most focus groups I have attended over the past 10 years or so in Thailand, are superficial to say the least. Perhaps that's a bit harsh but I believe it is all down to poor technique and planning. Thais like to avoid direct confrontation, so therefore what the hell do you expect them to answer when faced with a load of direct "why this" and "why not that" questions?

How then, can we really expect a focus group undertaken by most Thai Research Agencies to get us to the crux of the matter. Yes they uncover observations, but only the truly switched on moderators can cut through the waste and arrive at something insightful.

Qualitative research in Thailand needs to re-evaluate and reinvent itself. Do they really represent and understand the consumer they believe they are so close to? Two hours of interrogation by a moderator going through the motions leads me to think that they do not!

The Thai Pyramid Selling Opportunity

Hierarchies are deeply ingrained in Thai society. Not ground breaking news for sure, nor bespoke of Thailand alone, but nonetheless probably the root of many of the ills that hinder the country's progress into a 21st century giant.

It is evident in all walks of Thai society from the village headmen in rural up-country communities, through to the suburban middle classes of the larger conurbations, right up to the appropriately named "elite" strata of Bangkok that run the government and large enterprises. As a foreigner we can never expect to understand all of the intricacies of Thai social structure. In fact, so called (normally self appointed) foreign experts knowledge, is extremely superficial.

So as another self acclaimed expert, I would like to add my two pennyworth of superficiality:)

The recent troubles in Bangkok have widely been reported as a battle for power between two groups of powerful money men. "Old" money versus "New" money. It was never a fight for democracy as many participants and observers claimed. If you asked most protesters and their opponents their definition of democracy, the answer you received would be very different from that of most political scientists.

Brought down to its basics, it was all about fighting to reach the summit of the Thai Power hierarchy. Yes there are many side roads and tributaries that need to be explored to get a clear picture, but fundamentally that is what it was all about.

Fed with daily rounds of propaganda, both sides extolled their own virtues and their enemies underhandedness. Each side believed that their stance was the righteous one.

But it ran a bit deeper than just a power struggle of the elites. It even ran down as far as small village dependence on the fabric of Thai hierarchies.

In remote rural villages, influence over the political positioning and even the way individuals vote within the community, are directed by the village headman. Rumours (and in some cases proof) about these local "fiefdoms" receiving substantial cash handouts for their support circulated daily. Videos on Youtube show people queuing to receive cash payments are plentiful. It is at this level the ingrained reliance of Thais on hierarchies is at its most damaging. Politicians try to exploit this cultural nuance for their own benefits. During the recent troubles, the more village support the UDD received, the stronger it appeared. The same happened to a lesser extent with the yellow PAD movement.

And there you have it. The Thai reliance on the habit to adhere to hierarchies and someone to show respect to, is the very thing that is holding the country back. Until this social structure changes there will always be obstacles to overcome.

But it's not all bad news and doom and gloom ... especially for marketers.

How does all of this relate to marketers then? The potential to exploit these endless natural hierarchies knows no boundaries. Today when brands communicate to their target consumers, they must engage their audience and develop advocates who will spread their message for them. If they don't they will be stranded in a communication prehistoric age of 360 degree marketing, surrounding their consumers with an bombardment of one way messaging.

Brands need to build relationships with their consumers; they need their feedback, their buy-in and their trust. How better to do this in Thailand than to tap into these socially established networks. Thai people listen to their supposedly "superior" elders more so than most other nationalities. The networks are naturally established...they're waiting to spread your message for you!

And here ends another superficial viewpoint from a self proclaimed expert.....but isn't that just what a democracy is? Different views, opinions and beliefs regardless of your expertise....not someone higher up the social ladder telling you what to think. Ssssssssshhhhhhhhh!!!

Let's Be A Bit More Romantic!

Nowadays the buzz phrase in marketing communications seems to be "social networks".
Marketers overnight (or so it seems) appear to have become panic stricken by this phrase and have rushed into joining various sites and opening their own company or brand page. Nothing wrong with this as such, but the majority just leave it at that and tick the box considering their job to be done!

Social Networks are just what they claim to be....a social environment where discussions take place. A place where people connect and talk to each other. Relationships are built, conversations are ongoing and formal structure plays little role. It's just like a conversation in a bar. People talk to each other, go off on tangents and return to original conversations.

Unfortunately most marketers overlook this fact, and view social networking websites as yet another touch point of consumers where they can bombard them with their latest message. They still think in terms of one-way conversations - their message to their target- and not in terms of building lasting relationships with them. The trouble is that in reality, most people are sick and tired of being exposed to messages that they don't seek out voluntarily.

A successful social networking strategy is no different from when you were courting your first boyfriend or girlfriend. It's all about "romance". You make a connection, it becomes personal, you exchange views, you share views by constant contact, by influencing them, by seducing them and captivating them so they feel good and committed to you.

Please bear this in mind when you are developing a social networking strategy!! Become a romantic and learn to listen and include your target. There's nothing worse than someone trying to pick you up and then only want to talk about themselves!