I have watched and conducted enough creative development research to know what makes bad research. Unfortunately most creative development research is bad for the following reasons
(1) Researcher does not understand the brief or the objectives of the advertising - this happens a lot.
(2) Researcher starts the discussion with 'so what is your favourite ad'. This sets a stake in the ground and means your ad for pet food will always be compared to Nike.
(3) Researcher just evaluates ad based on appeal. They like the ad - so what! What about relevance, empathy and comprehension.
(4) Researcher uses loads of academic language, which you need a dictionary for understanding the words, in the debrief - please get off your high horse - you are meant to be talking about simple communications.
(5) Researcher gives creative recommendations - this is my pet hate - why do you think you know anything about creativity.
(6) Researcher compares your ad to other ads that are not even in the same category 'I know it's not Hovis but we don't have the Hovis budget.'
(7) Researcher confuses their opinion for what the consumer says
No comments:
Post a Comment