Tag Archives: thinking

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

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

Posted in Advertising, Creative development, Market research, Qualitative research | Tagged , | 4 Comments