Marketing is not all in vain …honestly

It was encouraging to read Alan Mitchell’s article on narcissism (MW January 18). I agree with him wholeheartedly. Unfortunately, I almost agree with the paragraph about market research being a task usually aimed at how to make the foot fit the shoe, not the shoe fit the foot as well. However, with my market research hat on, I believe there’s hope.

There are researchers who do focus more on the customer’s side of the relationship – and this is a good thing too. Is this not our job? After all, having extended customer contact should we not push demands and fight the consumer’s corner?

As a psychologist, I think the narcissism problem may be even more serious than Mitchell portrayed.

I have seen many cases that could be beyond repair. Symptoms in marketers include behaviour that has obsessive-compulsive elements, manifested through, for example, the purchase only of items carrying promotions – whether those items are on the shopping list or not. Another example is the inability to enjoy relaxation without comment on the ads, and in severe cases using the TV programmes as a convenient break to make sure nothing of importance is missed!

Dr Tamsin Addison

Managing director

Decision Science

London W1