Tag Archives: creative development

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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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

Posted in Advertising, Brand positioning, Brand strategy, Communications, Marketing | Tagged , , , | 2 Comments

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

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

Posted in Advertising, Communications, Creative development, Market research, Qualitative research | Tagged , , , , | 6 Comments

The Devil is in the Details: why we must be obsessed with getting stimulus material right

A couple of weeks ago week I was dramatically reminded of how stimulus material can dictate whether a creative idea lives or dies in research.  It’s really scary to see how the difference between success and failure can be a … Continue reading

Posted in Advertising, Communications, Creative development, Market research | Tagged , , | 1 Comment

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

Posted in Advertising, Creative development, Market research, Marketing, Qualitative research | Tagged , , , | 5 Comments