Research in advertising - idea killer or sharpener?

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A recent talk I gave at Nanyang Academy of Fine Arts.

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Research in advertising - idea killer or sharpener?

  1. 1. Research in Advertising. 
 Idea Killer or Sharpener? Charlie Blower" Blak Labs
  2. 2. 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 !2
  3. 3. Types of Research " Quantitative Qualitative 3
  4. 4. 4
  5. 5. 5
  6. 6. !6
  7. 7. 7
  8. 8. !8
  9. 9. Apparently… !9
  10. 10. “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 Jobs
 Apple !10
  11. 11. " " 11
  12. 12. " " http://youtu.be/uv-GSv9aZgo " Focus Groups in action 12
  13. 13. Dove - “Cocktail” 13
  14. 14. What went on air 14
  15. 15. 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 15
  16. 16. 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 16
  17. 17. 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 17
  18. 18. Research used at the wrong time in the creative process is just a waste of money. 18
  19. 19. Research can tell you what customers are NOT saying 19
  20. 20. " http://www.youtube.com/watch?v=Eu8XDWG6x2k BEFORE 20
  21. 21. http://youtu.be/XYLXe3LH33M AFTER 21
  22. 22. 22
  23. 23. 23
  24. 24. We don't ask research to do what it was never meant to do, and that is to get an idea. " Bill Bernbach, 
 DDB 24
  25. 25. Occasionally, Research doesn’t kill creativity. 25
  26. 26. A creative winner Guinness ‘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 26
  27. 27. http://youtu.be/Y9znA_dwjHw Guinness Surfer 27
  28. 28. Research provides signposts, not answers. " 28
  29. 29. 29
  30. 30. 30
  31. 31. Translation: Traces of Hydrochloric acid, mercury, acetone and ammonia have been found in a consumer product. " For more information call toll-free 31
  32. 32. http://www.effie.fr/CAS/gparchives.php?page=03_inpes 32
  33. 33. Consumers don't say what they think and they don't do what they say. 
 David Ogilvy Ogilvy 33
  34. 34. Ignore the Research – Trust your gut. 34
  35. 35. 35
  36. 36. 36
  37. 37. !37
  38. 38. http://www.youtube.com/watch?v=Uz9_YfIQaz4 38
  39. 39. Do your own research: The #CokeHands Story 39
  40. 40. 40
  41. 41. 41
  42. 42. !42
  43. 43. 43
  44. 44. !44
  45. 45. BEFORE AFTER !45
  46. 46. CANNES LIONS 1 GRAND PRIX 1 GOLD 1 SHORTLIST D&AD 1YELLOW 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 !46
  47. 47. Research in a real time world. Why bother? " 47
  48. 48. http://mashable.com/2014/04/01/google-april-fools-2014/ 48
  49. 49. 49
  50. 50. 50
  51. 51. 51
  52. 52. 52
  53. 53. "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 53
  54. 54. 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
  55. 55. Thank you 55

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