Tag Archives: qualitative 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

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

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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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

Our mission is to annoy

The effect of a business’s mission statement can be the opposite to that intended, creating cynicism and demotivation. We have all been there: the company’s office with its brave new mission statement proudly displayed on the reception wall; the departments … Continue reading

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