Research in advertising - idea killer or sharpener?

Research in Advertising. Idea Killer or Sharpener?

Charlie Blower"Blak Labs

Justin Lim Singapore

Paul Grubb UK, Thailand

John Kyriakou Canada, Singapore

Graham Fink China & London

Mark Ringer Australia,

Singapore, UK

Francois de Riviere France, Singapore

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Types of Research

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Quantitative

Qualitative

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Apparently…

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“Some people say, ‘Give the customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘if I’d asked customers what they wanted, they would have told me, ‘A faster horse!’’ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”

Steve JobsApple

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"

"

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""http://youtu.be/uv-GSv9aZgo "

Focus Groups in action

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Dove - “Cocktail”

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What went on air

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I’m clearly the most experienced person – I will

lead the conversation

Sh*t! I forgot to pay my

credit card bill!

What shall I cook for dinner

tomorrow?

Not sure what I think about this so I’ll just agree with

everyone

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I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. "David Ogilvy Ogilvy

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Behaviour tells you what motivates people, not a closed-room, hot-house environment where people feel compelled to apply logic (quite possibly trying to look clever) rather than just being themselves. Mark Ringer, Creative Director, Anthem UK and Europe

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Research used at the wrong time in the creative process is just a waste of money.

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Research can tell you what customers are NOT saying

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"http://www.youtube.com/watch?v=Eu8XDWG6x2k

BEFORE

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http://youtu.be/XYLXe3LH33M

AFTER

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We don't ask research to do what it was never meant to do, and that is to get an idea. "

Bill Bernbach, DDB

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Occasionally, Research doesn’t kill creativity.

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A creative winnerGuinness ‘Surfer’ A year of research Link tested twice Qualitatively tested three times "Awards D&AD Cannes Channel 4 Awards etc etc etc

‘Link has not in anyway suppressed Guinness’ legendary creativity. Indeed the

famous ‘Surfer’ ad went through Link in animatic form, was enhanced as a result and went on to its place in advertising

history’ Michael Harvey

Global Planning Director, Guinness UDV

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http://youtu.be/Y9znA_dwjHw

Guinness Surfer

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Research provides signposts, not answers. "

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Translation: Traces of

Hydrochloric acid, mercury, acetone

and ammonia have been found in a

consumer product. "

For more information call

toll-free

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http://www.effie.fr/CAS/gparchives.php?page=03_inpes

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Consumers don't say what they think and they don't do

what they say.

David Ogilvy Ogilvy

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Ignore the Research – Trust your gut.

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http://www.youtube.com/watch?v=Uz9_YfIQaz4�38

Do your own research: The #CokeHands Story

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BEFORE AFTER

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CANNES LIONS 1 GRAND PRIX

1 GOLD 1 SHORTLIST

D&AD 1 YELLOW PENCIL 1 NOMINATION

CLIOS 3 GOLD 1 SILVER

1 BRONZE ONE SHOW

1 GOLD 1 SILVER

LONDON INTERNATIONAL AWARDS 2 GOLD

SPIKES ASIA 2 GRAND PRIX

2 GOLD 2 BRONZE

EPICA 1 GOLD 3 SILVER AWARD 4 GOLD

THE TIMES FINALIST

THE TOMORROW AWARDS 1 SHORTLIST

CAMPAIGN BRIEF ASIA 2 ACCEPTANCES TO “THE WORK 2012”

WPPed CREAM CRÈME DE LA CRÈME LÜERZER’S ARCHIVE

MAGAZINE COVER APRIL 12

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Research in a real time world. Why bother? "

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http://mashable.com/2014/04/01/google-april-fools-2014/ �48

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"Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things. Research takes this creativity, the most important asset in business today,  and disembodies it.” "Steve Jobs

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Research. Do your own - but do at the right stage of your project. Use Research as a signpost. "

Trust your gut. Believe in your ideas. "

Get your ideas out there. And see what happens. "

Good Luck! �54

Thank you

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