Marketing studies are difficult.
Even more difficult are studies into human physiology of any kind.
A true, honest, study must be double blind.
This is because we humans communicate a lot, even if we don’t want to.
A doctor who KNOWS which are the real pills and which are the placebos will give the pills differently.
And since this “subconscious” communication is strong enough to be picked up on by the patients, it messes up the data.
And the patients need to truly not know which is the placebo and which is the actual pill.
But even in carefully controlled double blind studies, it’s still not quite “pure.”
Imagine you are a test patient.
The doctor doesn’t know and you don’t know if you’re getting a placebo or a real pill.
But as soon as you feel something, even if it’s imaginary, you might attribute that something to the real pill.
As soon as your confirmation bias decides it’s the real pill, the real placebo effect will kick in.
And if the test is in ANY WAY based on verbal feedback, the data is questionable.
On the other hand, if it’s something they can measure from a test, then it’s a much more accurate study.
Marketing tests are the same.
You have to watch people when they don’t know they are being watched.
Or set some kind of “fake test” within which the real test is.
In the world of science, particularly neurology, half the battle, and at least half of the scientific genius, is coming up with a test to actually measure what they want to measure.
Money Always Wins
But what is ONE factor that will ensure they get the most ACCURATE data possible?
The most powerful feedback loop.
If you are a marketer and you want some data, you are going to be very, very careful how that data was created.
Squishy data won’t make you any money.
Real honest data, determined through well calibrated studies, WILL or CAN make you a ton of money.
One guy, a long, long time ago, wrote a book about how to dress.
But he wanted to base in on actual data.
Not just fashion advice.
So he dressed up dudes in all kinds of different styles to find out what styles “worked” the best and which ones “didn’t” work the best.
And he did a follow up book about basic human characteristics.
The kind people would LIKE to work with, be friends, with or be around.
And the kind that people wouldn’t like to work with, be friends, with and be around.
Don’t Be Like Them
And LEAST LIKED personality trait, according to his research, was being INCONGRUENT.
Of saying one thing, but having the body language and frame that was the opposite.
A way to think about is the stereotypical sleazy salesman.
They are PRETENDING to be friendly, create rapport, etc.
But they are INCONGRUENT.
They give off very creepy vibes.
The opposite is also true.
The more congruent you are, the more you’ll naturally “vibe” with people.
Mind Persuasion has plenty of books and courses to teach you how to speak hypnotically and persuasively.