Tag Archives: stimulus

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

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