Category Archives: Market research

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

Posted in Ad testing, Advertising, Communications, Creative development, Creative ideas, Market research, Qualitative research, Uncategorized | Tagged , , , , , , | 1 Comment

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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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 crowd sourcing, neuroscience and behavioural economics are changing everything… or maybe not

TV is dead. The world is in Beta. It’s all about multi-screening. What’s our ‘social’ strategy? Crowd sourcing is the way forward. ‘Advertising’ is dead. The world of marketing and communications can’t get enough of Bright Shiny Baubles. Ours is … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Communications, Consumer insight, Creative development, Market research, Marketing, Qualitative research | Tagged , , , | 3 Comments

A little thought goes a long way: how to use the most powerful tool in ad research

THIS IS THE TEXT OF THE PAPER PRESENTED TO THE 2012 WARC ADVERTISING RESEARCH CONFERENCE BY MYSELF AND STUART PETERS OF AVIVA Today, we’re going to talk about the most exciting and powerful technology yet discovered to help us explore how people … Continue reading

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A false god

Customer segmentation algorithms rarely work for qual recruitment – but is there a deeper problem? My heart sank the other week when I was asked to use a customer segmentation algorithm to recruit respondents for this week’s groups.  I’ve been … Continue reading

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