There is a state in any person’s mind to ignore anything that does not fit the need of the receiver. This is not a bad thing (at times), and we can ignore all we can, yet to deceive ourselves that it does not exist is another matter.
To look at the station we need to look at the consideration of two settings. The first is ‘an organized effort to gather information about targer markets or customers’ this is the foundation of market research. After this we consider the second part, which is ‘the process or set of processes that links the producers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems’, as I personally see it, some do not see the difference (or ignore that there is one), or as I would imply, to knowingly use one as the other. The first difference is the population. In market research we investigate a population and we set our hypothesis based on the station of it. We dabble, we slice and dice this population, and we draw conclusions. The problem is that some hide behind the slicing and dicing, calling it the arbitrary process. For the most I have no issues with it, or better stated I do not care one hoot about some of these analysts. Yet lately I see the impact of decisions and business processes and I wonder if the people accepting the marketing stories whether they are in the dark, they do not care or if they are clueless.
It started with Microsoft, then Ubisoft, after that there was a stage at Apple as well as a stint in the US administration. All acts based on what some would call ‘a market research into the people and the impact of view’ yet it seems like the marketing research of passing a bitter pill to the extent of surviving the action. That is clearly how it feels and the first act on my side was remembering a previous conversation, a conversation I had roughly 20 years ago. The premise was that a board was cutting expenses and setting the stage of having the environment where they stopped getting a 90% approval on their product and settling on an 80% approval. It is a dangerous and slippery slide. Yes it seems cheaper and it might in the beginning be cheaper, yet the station as we see it is dangerous as the degrees of freedom diminish (intended pun). As a product drills down in different areas, the 10% shift implies that on three fields the danger grows that the overall approval rate is optionally down to 60%, especially if the 20% missed rate hits any consumer 3 times. This is where Ubisot is at present and that is where Microsoft was in the last few years. In that stage we see “to develop technology that will enable them to stream games to whatever piece of tech a person is holding – be that a smartphone, console, or something yet to be invented”. It is the Ubisoft statement and that is fine, yet with the testing and inadequate versions over the last two years alone gives the consumer (the player) a much larger lag, especially when these players are only relatively happy and get hit again and again with downloads that tend to exceed 20 GB, how long until the player has had enough?
It is nice to drill down unto a group of satisfied players, yet the larger issue is that the non players are too often disregarded making the story told one that is largely built onto a shallow base of shifty sands. My view is supported by one small detail, as the PS5 was viewed, we saw an absence of Ubisoft games, the station of that 20% is now growing is it not? One of the largest software makers in history had no business not being present at this Sony show, whether they are going forward on both systems or not. It seems to me that this is not a small part, this is a much larger part and it seems to me that the predictions that I gave last year is slowly coming to fruition.
Could I be wrong?
Absolutely! I cannot state that there is certainty, that would be short sighted on my side, but the symptoms are there, the lack of excellent gaming, dozens of updates that are several GB in size, there is a lack of testing there is a lack of listening to the gamers and the ones setting the stage of listening are rolling the dice which they optionally loaded themselves. They look better that way, yet the consequences for Ubisoft seem better, until the gamers move away, when you set the stage of a non-assassins creed game to call it that, something they did once before, the stage changes. Even as we were given last year “Ubisoft didn’t provide numbers, but said that it had made a “sharp downward revision” in the revenues expected from both games, which it blamed on a failure to differentiate Breakpoint from its predecessor, an overall lack of interest in sequels to live games, and excess bugs for the game’s failure.” (source: PC Gamer) There are two parts in this, the first is that the game sucks, the basic failures seen only yesterday by myself give a larger rise to that Ubisoft has much larger issues at present. The fact that I ended up with the game at 20% of the full price only 6 months ago, and the fact that to start the game I needed a 38GB patch shows that the issues are close to massive. It is not ‘to differentiate’, but to ‘properly code’ a game that is at the core of it all. The difference of Market research where Ubisoft investigates their game against ALL gamers, to a stage of Marketing research where Ubisoft merely investigates the Ubisoft players is part of that optional setting. When anyone hides behind the message and not behind the quality of product, we have a much larger issue and in the next console war, it would optionally set the deck to a very different stage.
This is not about Ubisoft, Apple and Microsoft have shown similar failings for too long, and the stage where the US administration is in shows similar flaws, even as it is not a product, trust is, and it is faltering on several levels in the US. We can blame several stages in this, but it is not the blame, it is the investigation into the analysts and the conclusions drawn seems to be a much larger stage of marketing research, not market research. One optional stage is the way evidence is rejected and optionally completely ignored. We might look at the Coronavirus, it is not the point, that element merely brought it to the surface faster. Huawei is the first one that matters, no evidence was ever brought to light, it shows a stgs where the US is close to economic collapse, at that stage we see the greed driven marketing research where the actions are at disposal to the US assets, not the US citizens. This matters because it shows that the slicing and dicing of data is not getting the attention it is due, it is happening on corporate and political levels and elements like ‘How Austin Tech Is Democratizing Data’ might seem nice in theory, yet the larger issue is that some views are now seemingly solely supported by the topline makers, not actual academics with the education required to make some conclusions based on data, not the presented views that those in charge of governments and corporations would like it to be. So when we learn that “Imagine business analysts, marketing teams and even the C-suite having the power to interpret data without the help of the entire IT department”,consider that we are now in a phase where those who have are about to decide the fate of those who have not and those people are in for a massive rough ride, or so they believe. When we see the corporate players like Ubisoft and Microsoft folding on strategies as they lose larger and larger market shares, we will see destabilisation of a much larger degree and there the game is up for grabs. Even as some resorted to terms like data democratization, it is a much older principle, it is the discrimination between those who matter to some, against those who do not. Corporations will find out the hard way what their choice brings them, in politics it is a different story and the impact there is nowhere to be seen. We cannot predict it until it is too late and there I expect (or is it dare I expect?), is the stage larger, even as places like YouTube is flooded in some positive light, the negative impact is much larger. The US riots are merely a consequence to part of what happens in data, it is not the cause but there will be much larger and much more defining then we ever expected, the problem there is that after the fact, repairing damage is close to impossible. You see it is not ownership of data, it is the fact that decisions are made on a level where too much data is disregarded. Hiding behind entrepreneurial action is close to a farce. The largest danger of misinterpretation and as the sources are less and less trustworthy and that is disregarding any ethical consideration, or to make it slightly more simple, as data democratization moves forward, the essential part of comprehensive information will be filtered and optionally disregarded too often, a such a full view is not available, implying that the decision makers are merely looking at a limited scope and consider that action when it is done by a billion Euro company.
We are only seeing this because the surrounding scope was pushed to the forefront, as such those reacting are doing it too late having to disregard increasingly larger consumer markets. When was the last time that such an action was an actual benefit to that company?