So, Campaign published my letter (coincidentally enough, under one from my former boss at GGT, ‘Legsy’) in the 18th April edition.
It was a riposte to the article in Campaign on 28th March by Philip Graves entitled ‘Brands Behaving Badly’, in which he roundly slagged off ad development research.
Graves has made quite a stir with his book ‘Consumer.ology’ and has much of value to say about how our growing understanding of Behavioural Economics throws lots of accepted marketing wisdom into question. But it seems he misunderstands the fundamentals of qualitative ad development research – and I couldn’t let him get away with that! My letter appears below, while my perspective on the right way to use ad development research is covered in more detail in this blog post.