Tim Parker
Mar 9, 2017

The obligation to understand (it's tougher than you think)

Marketers must know their customers. But doing so requires a massive effort to overcome a quirk of human nature, according to Flamingo's Tim Parker.

Tim Parker

Recent events have highlighted an interesting quirk of human nature. Fundamentally, we seem to either think people are just like us see what advertisers think normal’ people get up to or that they are completely and irreconcilably different witness the incredulity and emotionality between opposing parties in Brexit or the recent US elections.

We live bubble-like lives, with some people on the inside like me and others on the outside not like me....

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 2122 5227


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

F1 puts fans in wind tunnels for global 'Engineered insanity' campaign
19 hours ago

F1 puts fans in wind tunnels for global 'Engineered ...

Visceral thrills come to the fore in the sport's first-ever global marketing campaign.

Photos: Cathay Pacific and McCann take in-town check-in to a new level
21 hours ago

Photos: Cathay Pacific and McCann take in-town ...

The airline built facsimiles of its check-in counters and gates in a busy shopping district.

Online bookings popular with small meetings: Meetingsbooker.com
1 day ago

Online bookings popular with small meetings: ...

More venues and hotels are aiming to implement automated booking processes.

Nielsen makes retail push with VR store simulation
1 day ago

Nielsen makes retail push with VR store simulation

The company showcased a VR-based tool for evaluating point-of-sale effectiveness yesterday in Singapore.