Conspiracy Theory? You Decide.

Segmentation is more often used for evil than good. But, after this week in class, I am convinced that segmentation is a powerful tool that can be used to switch up the imbalanced dynamic. In the "Hard to Reach" article, it was easy to see how often society segments groups on so many levels for all of the wrong reasons. But, it was sensible to realize that if we stop using demographics to interpret psychographics, society would learn so much about the voice that goes under the radar. It just kind of makes you wonder why more people don't stop and listen. But, nevertheless, the psychographic technique is terrific because it emphasizes the importance of truly understanding your customer. I believe that if you treat the customer right, you will gain their trust and loyalty for years. Well, as I type this, I'm beginning to realize that while this may be true, you have to treat the customer right all of the time or today, you'll lose the customer in a heartbeat and another company will gain their loyalty. The video, "Culture Spies" illustrated this well. I was amazed, but not surprised at how much goes on undetected by the masses as corporations drain and manipulate consumers. I mean corporations are strategic. For years, we're made to think that wow, certain companies magically understand us. But, little do we know that we're feeding them enough information where they can use it to tell us what we need or want. (Yea, these guys are good.) But, as public health advocates, I think we have to be just as good if not better at segmenting because health is not a fad. And, while healthy may be trendy now, as public health students we have to work hard to understand the lifestyles and attitudes of those who want to make sure it never goes out of style and those who never could care less about "healthy" causes. Both opinions matter and even those in between if we want to make an impact and see lasting results. Focus groups anyone?

They say, "A picture is worth a thousand words." But to explain the picture to all those who aren't boxing fans, last Saturday a big fight took place between Kelly Pavlik and Jermain Taylor. Kelly Pavlik is from Ohio. Hillary wanted to make a connection between the audience by showing support for Pavlik (the undefeated champion) hence the boxing gloves and just as Pavlik would win the fight against Taylor, Hillary implies she will do the same with Ohio's help. Yet, with only less than a couple of a weeks away from the Ohio primary, a knock out remains to be seen. But, what I took away from this was just how segmented an audience can be. I mean, just because they're all Democrats doesn't mean they all see things the same way. There's segmentation even in party lines. This is obvious in politics, but it's better illustrated when we pay closer attention to this year's election and evaluate how the Democrat. audience is segmented: working class, union labor, middle class, southwest, northeast, experience, change, boxing fans, non-boxing fans and then there's always race, ethnicity, age, and gender. But, I think the more challenging part to the whole segmentation thing is getting below the surface - understanding the psychographics and behavior of your target audience which presents different challenges depending on your available resources.

Shut up and listen. No seriously - try it!

Okay, so for those of you who really know me. I'm a talker. My brother says, "Amanda, you have so much to say, you should really right a book. " But, it's in that tone, like "Can you please shut up now." Well, I think I found out how to control my natural tendency for gab and blab. In class, we learned how to be an active listener. And, I can't tell you how much of a difference it has made already. I know my boyfriend appreciates it. hahaha. Well, to try it at home for any talkers out there, you just ask one question and fight the resistance to ask more questions, but just listen to them. Acknowledge their comments, try to not make any judgements. And, try to avoid closed end questions that would give your like a "one word, sentence, or yes/no response." It's challenging, but if you want to get to know someone even better or want to know if this is a person who would want to get to know better, you should try it. Well I'll be curious to hear how it went for you out there. Communication is healthy. And, after all these years, I thought talking was the cure. But, I think listening is even healthier - it just requires practice. It's fun when you get it to work and don't worry about the awkward moments of silence. It ironically helps. So, go on - try it. :)

Priceless lessons learned

Like many have stated, this week's topics couldn't have been timed better. The lessons learned were practical. I'm using them already. For example, the active listening exercise was a big one. It's an invaluable skill. But, because I'm a talker, it does require practice. Dealing with awkward pauses is uncomfortable, but it's amazing how it works if you can wait out the other person in silence. The Andy Goodman video was priceless as well. Though we didn't a chance to watch it in class yet, I did watch it and let me tell you - now whenever I prepare for a presentation, I think about how I can tell a story. This too is challenging because it's so easy to rely on the powerpoint. But, if we can go beyond the bullet points, I can only imagine the effect it will have on the audience. On another note, the bit on non verbal communication is so true and priceless. At work, there are so many faces that fit all 3 of the categories. But, by far, the open face would the best face to use. Even when I make a phone call at work or answer a contractor's questions, I consciously make an effort to make sure my open face is on. It's amazing how much of a difference it makes in a conversation. And, the formative research tips were great, too. I got to facilitate my first focus group the other week and while it was good practice, I wish I had acquired some of the skills and tips learned this week before I went in to the group. While the group participation was strong, I think it would have been stronger had I had the skills in my back pocket. So, if I get the opportunity to facilitate again, I'll definitely use them. Well, I could go on, but I think I'm going to go practice my skills. Like Kate said, this class might even make me a better [girlfriend]. And, she's right, you can't beat that.

Lipitor's Endorser? Say what?

Okay, so speaking of spokepeople and sources, here is another one. Dr. Jarvik. He's the Lipitor endorser, a drug that lowers your cholesterol. While he has a medical degree, he is not a certified cardiologist nor is he licensed to practice medicine. So, why is he endorsing this product like he is. It's things like this that are frustrating to me because while this is an ad, we think it's a credible source and it's not. Family beware of those who are not looking for the type of money that jingles, but the type of money that folds.

A song in my head and an idea too

KAB and BAK made sense to me because I’ve fallen victim of it before. A lot of times it happens to me when I’m listening to music on the radio. I hear a new song, I don’t like it, I change the station – until they’re playing it so often, I finally give in, and it grows on me. My attitude changes and I’m thinking maybe it’s not such a bad song after all. The beat is good and is something I can work out to or the lyrics are actually meaningful. Then, I do more research (knowledge), check out the songs on iTunes – maybe even purchase the song – sad, but true – I know. But, imagine, if we were to take this same scenario/concept and apply it to a public health issue like HIV testing, mammograms, or an anti-drunk-driving campaigns. For instance, we have a program at work that gives Marines a free pass to get home safely if they’ve had to much to drink. It’s called the Arrive Alive Program. Many don’t know about the program or how it works, but they know the card can get them a free ride home. They use the card. They see it works and their attitude changes about drinking and driving. They call our office if they need more cards and to get more info on how the program operates. This knowledge gets passed on to their Marine buddies and the cycle perpetuates. On a side note, heuristic cues are definitely the way to get an audience that may not normally give you the time of day. But, whether it’s Marines, seniors, tweens, or teens, it’s challenging to know what they want to hear and from whom as the exercise in class proved. However, I’m up for the challenge? Are you game?