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Posted by Jason McNellis on December 11, 2013
Perhaps you’ve heard him in meetings — he is the one questioning your results. Perhaps you’ve seen him at his desk surrounded by tombs and tables in an effort to lower incremental sales calculations — he calls it reducing bias. Perhaps you’ve hoped he will not be assigned to your project — he delivers lower lift estimates than his peers. He is the measurement curmudgeon.
How do you detect if a measurement curmudgeon resides in your office? Listen for the following clues/questions:
Sometimes his questions take on a more academic tone, sprinkled with words that bring back vague memories of a long-forgotten analytics course:
When explaining his results, as opposed to questioning yours, he may sound a bit academic. While not meaning to be defensive, it can be hard to collaborate with the curmudgeon when you hear:
Measurement curmudgeons are tremendous assets to Customer Insight teams, though a little behavioral modification is often necessary to increase their effectiveness. In later blogs we will further explore the marketing curmudgeon, his mindset, and how to increase his impact on the organization.
But first I would like to know your experience — Do you have a measurement curmudgeon in your office? Would you define the working relationship as helpful, frustratingly helpful, or simply frustrating?
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