Brendan Reilly is the Chief Revenue Officer at Lelex Prime. He is a founder, along with Richard Neal and Dan Scott. Lelex Prime is a market research company that helps organizations decode human behavior, so they can create better products and better marketing that motivates. Listen as Brendan explains more about the company.
Brendan has always been fascinated by data and human psychology.
Lelex Prime origin story:
Brendan’s co-founders, Dan and Richard, had been working on an RFP for the Global Pain Initiative. They were tasked with uncovering why certain pockets of the country were being hit with the opioid epidemic and other parts were left relatively unscathed, even though the two groups looked the same on paper. During this time, Dan was blown away by Richard’s research and methodology that focused on the impact language has on human behavior. Dan called Brendan and told him he had to meet Richard. The rest is history.
What differentiates Lelex Prime from other marketing and research firms?
Lelex Prime does not ask anyone questions. The problem with asking questions is that the answers are inherently biased. People have a desire to present themselves a certain way to the world. People don’t always do the things they say they’re going to do. People’s answers can be influenced by something as insignificant as the temperature of the room. Lelex Prime's approach observes how people actually behave and communicate to identify patterns that reveal the real psychographics and attitudinal reasons of "Why" people behave the way they do.
Lelex Prime does not focus as heavily as some on social media listening and analytics. It is a dangerous road to go down because social media can represent a false sense of reality.
Lelex Prime provides unbiased insight into the “why” behind behavior. They dissect all the nuances of what the motivation is.
Does Brendan believe that data drives storytelling or that storytelling results in data?
Brendan believes they are interdependent of each other. Lelex Prime has found that the more narrative and storytelling there is with the data, the more effective the data will be. Data by itself does not give you anything, you must know what to do with it.
How does Brendan feel like most companies are missing the target when it comes to connecting with customers?
Brendan thinks reliance on surveys, social media, and transaction data to understand the people who organizations sell products to doesn't get to the level of depth to understand humans and their needs.
Brendan thinks the second part of the problem is how little marketing and advertising in big companies don't implement scientific rigor throughout the marketing process.The firms do not bring enough scientific understanding of humans to the table.
Who is using Lelex Prime’s methodology well?
The companies that have had the most success using our technology are in the Consumer Packaged Goods (CPG) sector, because it is so easy and cheap to test and understand their customers.
What are some general steps marketing teams can implement to adopt Lelex Prime’s methodology?
- Understand humans (read)
- Treat a hypothesis as a hypothesis, not a truth
- Ask how you can test your hypothesis
Brendan’s book recommendations:
- Laws of Human Nature by Robert Greene: https://www.amazon.com/Laws-Human-Nature-Robert-Greene/dp/0525428143
- Sapiens: A Brief History of Humankind by Yuval Noah Harari: https://www.amazon.com/Sapiens-Humankind-Yuval-Noah-Harari/dp/0062316095
- Everyone Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Seth Stephens-Davidowitz: https://www.amazon.com/Everybody-Lies-Internet-About-Really/dp/0062390856
How to contact Brendan: