Ged Carroll

Category: consumer behaviour | 消費者行為 | 소비자 행동

Consumer behaviour is central to my role as an account planner and about how I look at the world.

Being from an Irish household growing up in the North West of England, everything was alien. I felt that I was interloping observer who was eternally curious.

The same traits stand today, I just get paid for them. Consumer behaviour and its interactions with the environment and societal structures are fascinating to me.

The hive mind of Wikipedia defines it as

‘the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services.’

It is considered to consist of how the consumer’s emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics (especially behavioural economics or nudge theory as its often known).

I tend to store a mix of third party insights and links to research papers here. If you were to read one thing on this blog about consumer behaviour, I would recommend this post I wrote on generations. This points out different ways that consumer behaviour can be misattributed, missed or misinterpreted.

Often the devil is in the context, which goes back to the wide ranging nature of this blog hinted at by the ‘renaissance’ in renaissance chambara. Back then I knew that I needed to have wide interests but hadn’t worked on defining the ‘why’ of having spread such a wide net in terms of subject matter.

  • 1999 eclipse

    The 1999 eclipse, also called millennium eclipse as it would be the last total solar eclipse of the 2oth century popped up recently on the BBC.

    Solar eclipse

    For me it was a big online event. Eclipses don’t happen often. The last one in the UK had been some 72 years earlier. I was working in an agency in Covent Garden. It was the middle of the dot com boom. I had a mix of telecoms clients, the usual dot com projects and Palm PDAs as my clients.

    I had managed to hand off most techie client; custom chipmaker LSI Logic on to other colleagues.

    Delivering results wasn’t a problem for LSI Logic at the time. They were on the cutting edge of games console technology, computer storage and embedded electronics. Digital television was about to take off and LSI Logic had a chipset back then that even supported 8K transmissions. The corresponding displays to support 8K wouldn’t be along for another decade and a half. Its CoreWare library of chip functions based on a MIPS processor was the ARM of its day. But LSI Logic could fabricate the chips as well. The CEO was old school Silicon Valley, having been at Motorola Semiconductor and Fairchild Semiconductor.

    The problem was the European operation communications team were very process-orientated, rather than outcome-orientated.

    With a few of my clients (RSL COM and Bell Atlantic’s international wireless business); I was allowed to run with remarkable leeway. I got on well with my clients. For the most part, I managed to avoid screwing things up.

    Life was hectic, I was constantly tired from a lack of sleep. But overall it was good. I had gained a promotion and was saving for the deposit on my first house. I was sat on the end of a (massive for the time 1Mbit/sec T1 internet connection). Ok, I shared it with other colleagues. But it mean’t pretty reasonable for the time internet connectivity. The IT department allowed me to use FTP overnight and during the weekends to download vintage house mixes. At the time the legendary deephousepage.com site was run by a technician on a university web server, allowing downloads of mixes encoded using Real Media audio format. This was just before MP3 went mainstream.

    The 1999 eclipse came along and was to be the first ‘internet’ event that I would experience.

    The BBC along with Sky News and ITV devoted their entire morning’s broadcasting to it. As an agency; we didn’t have a TV that I could remember. There was a problem with getting access to an aerial socket given we were on the ground floor of a tower block. Also the landlord wasn’t accommodating as they wanted a higher paying tenant in the office.

    Dot com businesses were driving up office rents in a similar way to Chinese hot money driving up central London residential property prices a decade later.

    The day of the 1999 eclipse, London was overcast. Just before lunch, colleagues dipped out to watch whatever they could see. I jumped on my work computer and fired up the BBC website to watch the eclipse experience live. It didn’t work that well; I presume every design agency with an ISDN line had a similar idea that morning.

    I typed in the website address for Sky News and went there instead. It was slightly better. I then used the backwards and forwards buttons to switch between the BBC and Sky News. (It would be another few years before mainstream browsers like Mozilla and Opera had tabs). Both pages carried what was supposed to be live video of the 1999 eclipse.

    Just six months previously, our agency had done Victoria’s Secret annual fashion show as a web stream for the first time. Back in 1999, this was a major technical feat and for the most part it turned out alright. The picture was so small you couldn’t really make it out. I couldn’t tell you if it was Tyra Banks on the cat walk. But that didn’t matter, it captured the imagination. It was done as much for the buzz it would create, as for how many people would view it.

    I had high hopes for the eclipse. It was happening before the US came online. Back in 1999, as soon as the US woke up, our office internet speed would grind to a halt.

    The reality of the 1999 eclipse was more prosiac. The video was displayed on screen about the size of a large rectangular postage stamp. Like a special edition one that you might get for Christmas. The image changed in a very jerky manner, like a bad slide show rather than full motion. And there was no sound.

    But at least I got to see a full eclipse, which was more than my colleagues could say. The overcast day and only a partial eclipse over London wasn’t that thrilling. It would be at least another ten years before the internet was ready for mass live events.

    Two years later, the dot com bubble had turned into a bust. I was working at another agency, that thankfully had TVs and I remember leaning against a filing cabinet watching a plane hit the world trade centre in New York. It didn’t occur to me to go online. I knew that the web wouldn’t work that well.

    Four years after that, I was working at Yahoo! Europe, when our web pages ground to a halt as the UK scrambled to get the latest news on the July 7th – London bombings. This was the first social media event as the engineers saw a flood of pictures into flickr. This gave the team a 15 minute head start to strip the Yahoo! UK home page of adverts and scripts. Instead they rebuilt the home page manually (in Dreamweaver) and republished updates as they happened through the day and into the evening.

    Now, most events would be produced and streamed via a smartphone on to a service like Twitch, YouTube or Instagram with video good enough for broadcast news.

  • Mamahuhu + more things

    Scarlett, Shanghai and Me is a short film by comedy troupe Mamahuhu. They describe it as a film about coming to the end of your life as an expat in China. But I thought it was interesting as an examination of our lives with technology. Major Chinese cities now routinely use facial recognition as a biometric ‘key’ for things like entry access and voice services. Mamahuhu then ply a good deal of creative licence on top. The technology drives a ‘programmed’ world around you, what I’ve called in the past, the web-of-no-web.

    Action Bronson’s latest single Latin Grammys taps into Bronson’s long held love of bodybuilding and powerlifting. The video is like a sophisticated version of JibJab’s Elf Yourself with the sheen of VHS tinged nostalgia.

    Sam Chui got a behind the scenes tour with United Airlines to see how they were preparing for passenger flights in a COVID-world. Its fascinating to see how they’re re-engineered the passenger experience and back-end pre-flight processes such as cleaning the plane. It’s fascinating to watch, I am curious to see how much of this will stay when the COVID crisis is over?

    If you have ever watched Reservoir Dogs; or listened to the soundtrack you will know the ‘boss radio’ sound. (The Reservoir Dogs soundtrack was very popular in its own rights; in a similar way to The Guardians of The Galaxy mixtape of a few years go). ‘Boss radio’ was started in Los Angeles in the 1960s. You had a rise in teenage culture, surf culture. So KHJ decided to compete by devoting more of their air time to music. It was also famous for the ‘sound’ of their DJs. You can here this sound in this sales presentation recordings, presumably for brands and advertising agencies at the time.

  • Anti China + more things

    This was the last place I expected to see anti-China sentiment addressed. I like Steve Guttenberg’s writing in the past for CNet on all things hi-fi and now follow his videos. What he does in in video makes up in enthusiasm, what he lacks in production skills. It was interesting to see him shoot a video that directly addressed a desire in his audience to not buy Chinese hi-fi products. Whilst some of this is about protecting well loved brands, I think some of it reflects a real turn in consumer sentiment towards an anti-China tone. Guttenberg manages to address the topic in an even-handed manner and tries to take some of the vitriol out of the discussion. More China related content here.

    The New York Times wrote a great feature on the rise of statist intellectuals in China who are influencing government policy. Providing an intellectual justification for Xi era policies. What’s interesting is that they draw on German intellectual thinking used to support Nazi ideals of authoritarianism: ‘Clean Up This Mess’: The Chinese Thinkers Behind Xi’s Hard Line – The New York Times 

    Ambient music to work by. There is an internet community who are re-editing selected pieces of sci-fi soundtrack to provide an epic ambient audio background. Here’s edits that have been done featuring Blade Runner and Ghost In The Shell.

    This TV series provided one of the best backgrounds of Irish history. I remember seeing one or two of the episodes that my Dad had managed to capture on video tape. I can also recommend Robert Kee’s book Ireland which accompanied the series. It stops during the Troubles. Given the quality of the series and the mainstream audience that it received at the time, the UK is still astonishingly ignorant of Irish history. This has become especially apparent the Brexit process. Unfortunately it doesn’t seem to have been moved on to Blu-Ray, DVD or legitimate streaming services. More Irish-related topics here.

  • Empathy delusion + more things

    Ian Murray of House 51 takes on some marketing sacred cows such as brand purpose in The Empathy Delusion. His presentation sets out to show how different marketing and agency folk are from the general public. Positive traits, like the gumption to move to London put a difference between them and the general public. This is just one aspect that Murray touches on when talking about The Empathy Delusion.

    I was recommended Economy Candy in New York. Their collection of vintage trading cards is a site to behold. The film tie-ins from Back To The Future and ET to Howard The Duck are tremendous.

    Local Hong Kong group StreetSignHK are featured on this video of the process that goes into saving Hong Kong’s neon signage. The biggest threat seems to be building regulation bureaucracy rather than technology.

    I loved the style of this 1980s vintage Mercedes sales training video, presumably for American dealerships.

    I was reminiscing about The Site. This used to run on CNBC Europe when I was in college and provided a window into the early net. Soledad O’Brien has gone on to produce documentaries. Leo Laporte who played the Dev Null* character is now better known for his technology podcasts. (Technically it should be /dev/null* for maximum geek humour.) The programme sat at a sweet spot. The web was small, but inaccessible to many of the viewers. AOL and CompuServe were just taking off. I had net access in college and used that to take a look at their online recommendations at the time.

    The Site pioneered virtual characters and offline integration of programming with its own site. Dev Null now has a kind of PlayStation 1 vibe to him. But this was all new stuff. Terminator 2 had been in the cinemas five years earlier and blow people away with its animation.

    The year after we had the virtual world of The Lawnmower man. Lawnmower Man brought to life the kind of virtual world on screen that had previously only existed in the works of authors like William Gibson and Vernor Vinge.

    Then in 1995, there was Hackers that tapped into gen-x youth culture (X-Games, Oakley T-wire glasses, the psychedelic side of rave culture) to create a connected world closer to our own now.

    This all explains the look and feel of The Site and its role in helping the general public to experience online. What I didn’t realise is that the show was run on one dial-up modem. This around about the time when I worked in my first agency with a 1MB T1 line – and that was hard enough. I am not sure how the programme researchers, broadcast production team and web producers managed on 1 dial-up line.

    More on online culture here.

  • Zero touch spaces + more things

    Zero touch spaces – Wunderman Thompson Intelligence  – I am actually liking these Logan’s Run style personal space bubbles. I also understand Wunderman Thomson’s concerns over zero touch spaces being close, but still isolated. I think of zero touch spaces as a physical manifestation of what we do mentally through cocooning with gadgets such as iPods, smartphones (and apps) and noise-cancelling headphones. Before that there was social networks (rather than real world networking), sat navs, etc. Both the zero touch spaces and cocooning puts distance between us and the world around us.

    https://flic.kr/p/hFSb5T
    Fiona Paton geodesic dome

    Government minister Liz Truss. get pwned on Brexit, international trade and the WTO by Adam S Posen of the Peterson Institute of International Economics. The discussion is so one-sided, it is like watching a naked drunkard getting mauled by a polite but hungry polar bear. Truss’ ministerial portfolio is international trade. It’s exceptionally grim to watch if you’re based in the UK.

    Ad Aged: Talmudic, Biblical, Keynesian and Advertising. – I have taken a different path. I always have and I always will. I try to do what I think is right and smart and good—and mostly difficult, not what is popular, obvious and pandering. Never trust anything from anyone who spends a good portion of their time practicing expressions in front of the mirror – some savage burns in this post

    How a Chinese agent used LinkedIn to hunt for targets – BBC News – The use of LinkedIn is brazen, but not surprising, said Matthew Brazil, the co-author of Chinese Communist Espionage: An Intelligence Primer. “I think lots of worldwide intelligence agencies probably use it to seek out sources of information,” he said. “Because it’s in everybody’s interest who is on LinkedIn to put their whole career on there for everybody to see – it’s an unusually valuable tool in that regard.” He said that commissioning consultant reports is a way for agents to get “a hook” into a potentially valuable source who might later be convinced to supply classified information. I’d be surprised if LinkedIn wasn’t used in this way.

    You Won’t Find These Masks at 7-Eleven – The New York Times – Although the pandemic will end at some point, he added, “people will still be using masks because they’re afraid.” While it’s unclear how well some of these more ambitious masks will fare with consumers, one innovation has been a clear hit: face coverings with high-tech fabrics that are said to provide superior comfort or protection. As summer temperatures rise, masks made of materials intended to keep wearers cool are in demand. People who have been wearing reusable cloth masks — including those sent by the Japanese government to every household in the country — are finding them ill suited for the heat and humidity of summer in central Japan, much less Singapore or Hong Kong. – That humidity also has issues for skin conditions beneath the masks offering beauty product opportunities. More design-related posts here.

    Parfums Givenchy Debuts Makeup in Animal Crossing – WWD – we’re seeing more of these brand activity for a few reasons. Lockdown gave the game increased cultural relevance. The game has a significant amount of female users. Like the original Atari games it isn’t too childish or gender-specific. Animal Crossing’s creator tools allowed consumers to bring brands to the platform.

    Jibo, the social robot that was supposed to die, is getting a second life – The Verge – interesting how NTT is looking to build an all digital version, I think the physical artefact is as important as the digital being

    China’s two-child policy means more babies named after mum | Today Online – Giving the mother’s surname to a child is gaining traction in Chinese cities, defying deeply entrenched family traditions in the country. The country’s one-child rule, which ran from 1979 to 2016, meant daughters have also been tasked with safeguarding their parents’ wealth and bloodline — previously this had been the preserve of male heirs. This caused a shift in some family’s attitudes but it was the law change to allow couples to have two children that has ignited the trend for kids to be given the maternal name. Now, some parents are giving the father’s family name to the first born and the mother’s to the second child.

    He’s 83, She’s 84, and They Model Other People’s Forgotten Laundry – The New York Times – these are the cutest influencers