Was reading an interesting advertising book yesterday. You know, one of those ad books that contain a lot of stuff that may you go “That’s pretty much common sense; why don’t I do that?”
It said that people make purchase decisions based on emotions, and not on reason. I completely agree with that. Heck, I probably have more reasons not to buy the new iPod nano than reasons to buy it, but I’ll still get the damn thing.
We know this. Deep in our heart of consumer hearts, we know this to be true. Clients know this to be true. And yet, they insist on conducting FGDs that put strangers with similar backgrounds together in a room, and then ask them individually to rationally explain their purchase decisions in front of people they don’t know from Adam (that’s my mom’s expression and I vowed I’d never use it, but here we are).
I have a shirt that I bought once because it was cool, but I’ve never worn it because it emphasizes my man boobs. I tell my friends that, but I’d never tell that to a person I’d just met off the street! And hello, who are you fooling? Those FGD people all know that behind the mirror sit a bunch of client and agency people. They’re not stupid, you know.
FGDs aren’t natural. I’d rather use my clients’ money to pay someone to eavesdrop on people who look like they fit into the brand’s target as they go around the mall. Even without asking any questions, you follow people around long enough and you’ll overhear enough about their views on relationships, money, politics, and everything else in between. Those are prized statements, private views and opinions uttered to a trusted friend or family member.
You don’t learn about animals by watching them inside cages. Heck, you go to their natural habitats. Wanna learn what people feel about clothes? Sit in a fashion show, go to boutiques, hang around dressing rooms (but don’t look inside, ya pervert!).
Okay, so last night’s date didn’t exactly go very well.
People have been telling me that maybe I’m being a pit too picky. But guys, I know I’m not gonna find someone who’s passionate about all the same things that I gush about. I’m not that naive. But I do want to be with someone who’s passionate about something, who’ll make me wanna be as defensive about that thing and will be willing to check out the things that make me go “Shit, that’s cool!” or “Panalo, pare!”
I’m not an intellectual snob. I know there’s a lot of cool music that I’m not familiar with, a lot of movies that I should have but haven’t seen, plus great art and artists that won’t ring a bell with me. But that’s the thing. I want to go and see those films, listen to those songs. I think I’ll have more time for those when I have my own place, but that’s another story.
She was a pretty girl, my date last night. She was smart, and independent, and my God, could that girl drink. All pluses, all good points. But I just can’t feel any passion towards someone who I feel isn’t passionate herself. I don’t know, that’s just what makes me tick.
I like to think of myself as a go-getter, as an intense kind of guy, but the truth is, I’m really not. And maybe that’s why I look for someone who’ll complement me in that sense.
I remember how Billy Crystal and Meg Ryan’s characters in When Harry Met Sally were talking about Casablanca, which is only the greatest love story of all time. The movie poses the question: do you stay in a love affair that’s everything you’ve ever wanted save for its being passionless, or do you say “fuck the world” and go with the person who pushes all your hot buttons?
I say screw everything else. In a world full of dull people, I want the woman I’m with to be as intense as hell.