B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • Foxtel
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Market Research Needs To Jump The Fence
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Market Research Needs To Jump The Fence
Media

Market Research Needs To Jump The Fence

Tim Addington
Published on: 1st July 2014 at 4:15 PM
Tim Addington
Share
2 Min Read
SHARE

A new research consultancy has launched that challenges the widely held belief that consumer psychology determines brand and buying motivation.

Jump the Fence will work directly with marketers and agencies to deliver a more humanistic approach to research and provide more relevant insights and strategy for existing brands and new launches.

Founder Charlie Cochrane said: “The outdated assumption, reflected in the language and practice of marketing and market research is that psychology is what matters. Terms like ‘psychographics’, ‘brand-relationships’ and ‘motivational research’ reflect this assumption which remains largely unquestioned.

“But modern marketing has moved on. We now know people do many things because of habits and cultural norms which have little to do with individual motivation, yet much research being conducted for agencies and brands fails to reflect this.”

Charlie Cochrane
Charlie Cochrane

Leading researcher Cochrane has launched Jump the Fence to bring together his qualitative research business CCRP, which has been operating for 21 years and Ethnography Australia, which was the first specialist ethnographic consultancy in Australia and has been run by him for 11 years.

He added: “Ten years of developing ethnographic techniques alongside psychology based approaches have shown that to adequately explain consumer behaviour, marketers and advertisers must integrate cultural perspectives with individual motivations.”

Cochrane has extensive experience in market research and advertising planning both in Australia and the UK. He specialises in innovation and communications development and has worked with dozens of household names including Seven News, Colgate, Campbells, TAC, Nestle and Sara Lee.

Jump the Fence will provide fresh insights and realistic strategy to businesses in order to meet their challenges.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Cricket Australia
Share
By Tim Addington
Follow:
Communications professional with 15 years experience working in journalism, publishing and public relations for leading newspapers, magazines and PR agencies in the UK, Middle East and Australia. Currently working as executive director at peak trade association Publishers Australia after spending close to two years as communications director for independent Sydney advertising agency The Works in addition to providing PR consulting for media agencies, strategic marketing consultancies and experiential companies. Prior to The Works I was associate publisher and editor of leading advertising, marketing and media title, B&T, managing online and print editions, events and awards. Before moving to Australia I worked as editor of marketing and advertising magazine Campaign Middle East in Dubai, again overseeing online and the print magazine as well as developing and implementing educational and award events. Previously worked in public relations and UK national daily newspapers. Specialities include, strategic management, PR strategy, crisis management, media relations, writing, editing, event and people management.

Latest News

Patrick Rowe, Mandie Van Der Merwe, Avish Gordhan.
Agency Scorecard: Saatchi & Saatchi
15/07/2025
SCA Chief Content Officer Dave Cameron To Depart After 30 Years
15/07/2025
Harley-Davidson Rallies Riders For Inaugural ‘United We Ride’ Fundraiser Via The Salvation Army
15/07/2025
Agency Scorecard: Nunn Media
15/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?