Tag Archives: market 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

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

Whatever happened to thinking?

A few years back I met with a client to discuss the set up of a vital and highly demanding strategic research project for one of the world’s biggest brands.  I was under huge pressure to complete the project in … Continue reading

Posted in Brand strategy, Business management, Market research, Marketing | Tagged , , , , , | 1 Comment

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

Posted in Brand positioning, Brand strategy, Market research, Qualitative research | Tagged , , , , , | 1 Comment

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