Pre-testing market research can challenge creative directors by killing good advertising ideas before they make it to the public. However, there are also many examples of campaigns that tested poorly but were successful. The article calls on creative and marketing professionals to share examples of how pre-testing both helped and hurt campaigns so the author can provide a balanced perspective on the issue in a future column. The author promises to get input from both sides to present an impartial view of the debate.

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30 AdNews 13 June 2008
OPINION
Does research kill good creative ideas?
CLOSE ENCOUNTERS As far as advertising campaigns especially when gut feel says:
are concerned, let’s work on the “It will work – build it and they
OF THE MARKET premise that there are two kinds of will come.” There are many cases of campaigns
market research. Firstly, there’s the There are many cases from
RESEARCH KIND CAN BE stuff that happens before the around the world of ad campaigns that bombed in market research but
A REAL CHALLENGE TO campaign goes public – we’ll call
this pre-testing. Secondly, there’s
that have bombed in market
research but subsequently have
have gone on to be successful.
CREATIVE DIRECTORS, the stuff that happens after the gone on to be very successful for
campaign is live – we’ll call that the advertiser in the real world. I’m stories would make it into the marketing communities to share
WRITES ADAM JOSEPH. post-analysis. just not aware of any Australian public ether, and it’s not hard to their stories about advertising and
BUT IS IT SIMPLY A This article is about pre-testing examples – probably because I’m imagine why. pre-testing research. Did a focus
research and whether it murders an ignorant Pom, just off the boat. You can just imagine the group fuck-over your big idea? Tell
NECESSARY EVIL? good creative ideas – or, mercifully, Likewise, there are sure to conversation: me. Did a survey slaughter your
executes bad creative ideas. be many more examples of ad MD: So the ad campaign was a beautiful ads? Tell me. Did pre-
Advertising agency creative campaigns that bombed in market big flop and you’ve wasted testing research save your arse?
directors are in some ways a bit research, were then tweaked and millions of our money. Why, oh Tell me.
like newspaper editors – they both modified by the client, and why, didn’t we test it out before If I get enough feedback about
create works of contemporary art subsequently went on to achieve launching? the good, the bad and the ugly,
by trusting their gut, using their great things. I just don’t think Marketing manager: We did then I’ll write another column
instincts, and by being mindful of these would get very much actually, and our target audience here summarising the results.
their target audience. And they publicity – people would just see said they didn’t like it, just didn’t And I can absolutely assure you I
both usually get it right – usually, the end result, not the workings in “get it” and were insulted by our will write a balanced article
AGREE OR DISAGREE? but not always. the margins. tagline. incorporating the views from both
For your chance to win a case of Close encounters with market There must surely be examples MD: Ever considered a career sides of the fence. Trust me – I’ll be
Yalumba’s Barossa Valley wine email your opinion to
research of the pre-testing kind of ad campaigns that bombed in in the fast food industry? Cos sure to test it out on a few people
adnews@yaffa.com.au
can be a real challenge to creative market research and went on to supersize meals are the only thing before publication. <
directors. Watching their beloved bomb big-time in real life. Perhaps you’re gonna be advertising in
brainchild being given a coup de the client was persuaded by an the future. Adam Joseph is insights manager at
grace in a focus group or survey enthusiastic creative director to I’d like to use this column as a Herald Sun, Melbourne. Contact him on:
can’t be an easy thing to stomach, “trust me”. I can’t imagine these “call to arms” for the creative and josepha@hwt.newsltd.com.au