Your product isn’t important

In 1974, the Institute of Practitioners in Advertising wrote Testing to Destruction, a critical analysis of the disparity between market research and real behaviour. Below is an excerpt, an anthropological fiction. A story informed by research that looks at how a customer interacts with a product and it’s advertising.  Ignore the blatant sexism (it was written in… Continue reading

Free Ad Planning and Strategy Tools (for Student Creatives)

A week ago I wrote about insights. After publishing, I realised it was inadequate. It relied largely on ways of thinking rather than research.  While research isn’t everything, it’s still important. I’m rather fond of this quote: “I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely… Continue reading