Category Archives: Qualitative research

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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All is not what it seems: how throwing away the stimulus material can help you get more out of your research

Do you wish research respondents would engage with your brand positioning concepts more meaningfully? Best not to show them any. How many times have you been frustrated at the way respondents react to your carefully crafted strategic concepts in research?  You’re sitting there … Continue reading

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Researcher sought after murder of great creative idea

“Research kills great creative ideas”.  I heard it first when I started work at Leo Burnett in 1981, and hardly a month goes by without it being trotted out once more by some agency figure.  What’s to be done? It’s … Continue reading

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Research is not reality

Do you believe that qualitative research reflects ‘reality’?  I don’t, and I can’t say it bothers me. Isn’t this an irresponsible position for a qualitative researcher to adopt?  How does it help an industry that is striving to achieve the … Continue reading

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Why aren’t creative teams involved in creative development?

In 25 years of researching advertising ideas, I have met the team that created the work on fewer than a dozen projects.  This is madness.  Everyone would acknowledge that, if researchers are to make an effective contribution to the development … Continue reading

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Marketers are people too

Why producing strong marketing ideas often requires the removal of your ‘marketing hat’. One of the core roles of qualitative research is to connect marketing teams and their agencies with the people* who are buying their products and processing their … Continue reading

Posted in Brand positioning, Brand strategy, Market research, Marketing, Qualitative research | Tagged , , , | 5 Comments