Rory Sutherland: Can Marketing Truly Be A Science?
01 Mar, 2024
In his latest video for MAD//Insight, Rory Sutherland ponders the question whether marketers should be scientists or detectives?
I recently got thinking about whether marketing can ever truly be a science? (as you do). I’m sceptical. Whilst I’m a huge fan of experimentation, A/B testing and work of pioneering people like Claude Hopkins, I don’t subscribe to the view that the data definitely tells you want to do. I’d go so far as to say that’s a misappropriation of science. What marketers do should be more like detective work, where there is an investigative stage and a justificative stage (securing a conviction).
In the investigative phase, you might look at data that could be anecdotal, an outlier, gossip or simply unusual behaviour. It has no evidential value but it will inform you of where you direct your imagination, focus and attention. It feels like marketing is under increased pressure to demand the same scientific, case-closed robustness from the investigative stage as we do of the justificative stage.
That’s where things go Pete Tong. We miss opportunities, we answer the wrong questions, we make decisions based on half truths - and all because we lack open mindedness. Bypassing the investigative stage might make you feel scientific or impress the finance department but you won’t be doing a great job of marketing.
So if you want to think more like a detective and learn how a healthy balance of behavioural science, creativity and interrogation of data can enable you to become a more effective marketer, do sign up for this April’s MAD//Masters online course. It might just change the way you see the world.
Bypassing the investigative stage might make you feel scientific or impress the finance department but you won’t be doing a great job of marketing.
SIGN UP FOR MAD//MASTERS TODAY
HOW CAN MAD//MASTERS WILL HELP YOU THINK LIKE A DETECTIVE? 🕵️
In the pressure cooker situation of constantly striving for more efficiency and productivity, you’ve probably not spent enough time thinking about your blindspots and learning how to address them. MAD//Masters is here for you to take a step back, think like a detective and learn how a healthy balance of behavioural science, creativity and interrogation of data can enable you to become more effective. Here’s what’s included:
- 10x on-demand CPD accredited lectures - click here for the modules
- 12 month access to live monthly drop-in sessions
- A complimentary ticket to MAD//Fest London (worth £750) inc. a ‘Lunch + Learn’ with me
- Video feedback should you take our optional assessment (your boss will love it!)
- Extended access to course materials, bonus content + alumni discounts
REGISTER TODAY FOR JUST £1295 + VAT
Want to bring the team?
Drop Sam Benton an email to find out why groups from brands like Nestlé, Microsoft, Dyson, Specsavers and The Guardian have chosen MAD//Masters to learn, develop and expand their suite of behavioural science and creative solutions to modern marketing and business challenges.
RORY SUTHERLAND
Vice-chair, Ogilvy, Co-founder MAD//Masters By Rory Sutherland