Today in That One Thing, Mark Hadfield. A seasoned marketing professional, he spent a big part of his career as the regional head of planning for global advertising agency Iris. He led some of the largest marketing campaigns in the region for companies such as Shell, Philips, Samsung and Guinness and managed teams in multiple Asian markets. After he and his wife decided to move back to the UK,  in yet another agency role, he realized: this is not it.

He started working on an idea around an issue that he saw many of his clients had: he strongly believed they did not really understand the realities of their customer. His approach to customer research is to really dive into people’s lives.  During face to face interviews that last for several hours to a day, Mark gets into every detail of a person’s live: asking them about their concerns, joining them in daily routines and finding out how they perceive the brand he is researching. Surprise: they might not think about brands as often as the owners hope. Today we learn how he embraced his own new reality as an entrepreneur AND his approach for brands to better understand customer realities. Welcome to That One Thing: Embracing your customer’s reality.

Ver todos los episodios