Category Archives: Communications

Why your advertising should be MAD

Putting together a reel of TV ads that I have helped develop during my 30 years in qualitative research has brought to mind many important lessons about brands, advertising and creative development. But one over-riding theme leapt out of the screen, … Continue reading

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The 6 fundamentals of effective creative development research

Research is often blamed for the destruction of great creative ideas. And to an extent it’s true: the wrong type of research, undertaken with the wrong aims and executed by the wrong people, can be disastrous. But, handled in the … Continue reading

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Why clever communications propositions usually aren’t

It’s much easier to originate a great creative communications idea from a strong proposition. Communications propositions should be as creative as the creative ideas they inspire. Too often, they are anything but. In an earlier blog, I talked about how … Continue reading

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If you can only research your ad idea once before you make it, what research should you do?

A TV advertising idea is rarely so brilliant that no-one feels the need to run some research before they commit the production money. But it is not uncommon that, by the time you get to a script you’re comfortable with, … Continue reading

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Why would a market researcher tell you not to commission market research?

We all know Lord Leverhulme’s pronouncement that ‘Half the money I spend on advertising is wasted, and the problem is I do not know which half’.  You might expect me to suggest that the good Lord would have known ‘which … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Business management, Communications, Consumer insight, Market research, Marketing, Qualitative research | Tagged , , , | 1 Comment

How a ceramic pig changed my life

Waves of nostalgia wash over me when I see images of the piggy banks that NatWest has resurrected for its children’s account.  In a previous life as (whisper it) an account man at Leo Burnett, I was part of the … Continue reading

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