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Research
is often blamed for killing good ideas, whether these are
ideas for advertising, websites, pack designs or promotions.
The results of many hours of creative concepting get put aside,
and egos get bruised
In
reality, research that is well designed and sensitively executed,
and carried out at an appropriate point in the creative process,
can help nurture and support ideas that connect to consumers'
needs, dreams and desires.
When researching a creative concept, we need to interpret
whether consumers are responding to a concept's Strategy,
the Creative Idea from that Strategy, or an Execution of that
Creative Idea.
Strategy
Creative Idea
Execution
Deconstructing consumer reactions to creative concepts is
a skill. The key task is to understand which of the three
levels consumers are reacting to, and then to isolate how
the concept appeals (or fails to appeal) at each of these
levels.
Having researched hundreds of creative concepts at different
stages of development, John has the experience to interpret
consumer reactions and to present clear directional findings
to marketing and creative personnel.
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