Uncle Monty and me

Posted by on Sep 20, 2007 in Uncategorized | 6 Comments


No, not that one. And it’s a lady, too.

Fernanda Monti. The lady who gave her name to the prize that my paper on the Herd applications for market research won at this year’s ESOMAR global conference.

“Best overall paper”. Very pleased and very flattered that such an established professional body should think it worth it. Proud as punch, in fact, while clear that while it was my paper, I was trying to articulate what those of us in the field are up to and why…

Here’s the citation:

”If ‘We’ not ‘I’…Then what? From Anglo-Saxon to global world views of human behaviour”
This paper describes the practical and theoretical implications for marketing research practitioners of a disruptive new, emerging collection of models of mass behaviour described by the author as “Herd theory”. The paper reviews methodological and theoretical innovations in this space and identifies further areas for innovation and rethinking that practitioners should now explore. This is a seminal piece of thinking that convincingly challenges the prevailing ‘individualistic’ model of how humans make decisions & therefore also of market research.

I like “seminal”. Will try to be and do more “seminal” stuff….

Not sure how or whether I can post it but let me know if you’re interested in having a read…


  1. Lee
    September 20, 2007

    Yes please Mark — I’m sure they won’t let you though 😉

  2. Dominic
    September 20, 2007

    Yes, I’d like to read this seminal paper. I’m dead interested in the idea of applying ‘Herd’ thinking to market research but not sure how. Northern Rock being another example of people following others.Incidentally one of the beneficiaries of the Lloyds syndicates scandal apparently said ‘if God had not meant us to shear them he would not have made them sheep’, a good quote for herd thinking :)Dominic@wardlemclean.co.uk

  3. Jason Oke
    September 21, 2007

    Congrats. Good on ya.
    Would love to see/read it.

  4. Andy
    September 21, 2007

    Hi Mark
    Would love to read it? High time for a shake up I reckon…

  5. Paulina Salazar
    September 21, 2007

    yes, it would be great to read it!!

  6. kevin
    September 21, 2007

    congratulations Mark on the award – well done!
    if your paper was slides you could put it on Slideshare.net and link to or run in blog