Rethinking Research

4|5|2010

Recently I was discussing a research project with our Executive Creative Director (my boss), when I got to “sequential monadic ad evaluation.” I paused and thought perhaps I had gone too far. ⁽While I love talking about this kind of thing, he is not exactly a research guy.)

It caused me to reflect on how a passionate head of Research can keep a Creative Director, her brand teams and, most importantly our clients, engaged in discussions about sequential monadic ad evaluation and other exciting research topics. The result?

Rethink methods.

It’s not that I don’t value tradition, but I do value a fresh approach to old problems. Research should look forward, not back. And there are some impressive new tools; QualVu, for example – a qualitative research firm – offers an online alternative to the traditional focus group. Using their VideoDiary^™ platform, a respondent can participate from the comfort of his/her own home, versus sitting in an artificial setting. For the right project and audience, this is a great concept.

Rely on the classics.

Creative testing never goes out of style, and I’d like to offer a gentle reminder: the final say regarding communications resides not in the boardroom, not in the creative war room, but with our target audience. It is simply best practice – and a smart investment – to test the work. Let’s confirm up front that the creative is on message, that a change in headline will increase purchase intent or that a certain media channel might get more attention. We can’t predict, but we can prepare.

Refocus on research.

Last year I realized there’s been a renewed interest in research. Let’s keep the momentum going. Putting focus back on gaining understanding and insights – from a variety of angles – is resulting in better input, better strategy development, better benchmarks and better work. The NBA: where amazing happens campaign is a great example. Behind that work is a clear brand strategy, and behind that is a multi-faceted research program that was implemented to gain a more current understanding of the league’s fans and decline in viewership.

Great research makes great advertising even better. So don’t abandon your research programs, and if you don’t have a research plan…well, let’s discuss sequential monadic ad evaluation.

Follow us on Facebook to participate in other discussions around Building Brands.