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All is not what it seems: how throwing away the stimulus material can help you get more out of your research | movementmuse

https://movementmuse.wordpress.com/2012/05/17/all-is-not-what-it-seems

Stuff about brands, comms, research and the people that work with them. Researcher sought after murder of great creative idea. The Devil is in the Details: why we must be obsessed with getting stimulus material right →. All is not what it seems: how throwing away the stimulus material can help you get more out of your research. May 17, 2012. Do you wish research respondents would engage with your brand positioning concepts more meaningfully? Best not to show them any. Without them ever realising they are...

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What do you do when your agency can’t produce the goods? | movementmuse

https://movementmuse.wordpress.com/2015/02/05/what-do-you-do-when-your-ad-agency-cant-produce-the-goods

Stuff about brands, comms, research and the people that work with them. Why clever communications propositions usually aren’t. The 6 fundamentals of effective creative development research →. What do you do when your agency can’t produce the goods? February 5, 2015. When a brand’s advertising has consistently underperformed for years, the marketing team’s instinct is usually to blame its agency. But the culprit is often closer to home. A document that set out how the brand positioning should be ‘brought ...

bashedmusic.wordpress.com

I’ve got 99 problems but a social conscience ain’t one: ‘You Haven’t Done Nothin’’ by Stevie Wonder, 1974 | A VERY personal history of music

https://bashedmusic.wordpress.com/2012/03/03/ive-got-99-problems-but-a-social-conscience-aint-one-you-havent-done-nothin-by-stevie-wonder-1974

A VERY personal history of music. Music that means something… to me, at least. Larr; A Dancing Queen no longer: ‘Stayin’ Alive’ by The Bee Gees, 1977. New Electronic Joy: ‘True Faith’ by New Order, 1987. I’ve got 99 problems but a social conscience ain’t one: ‘You Haven’t Done Nothin’ by Stevie Wonder, 1974. Come and sit on my knee, and I’ll tell you about a time, long, long ago, when musicians wrote songs about social and political issues and cared about justice and human rights. 5 Comments on “I&...

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movementmuse | Stuff about brands, comms, research and the people that work with them | Page 2

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Stuff about brands, comms, research and the people that work with them. Newer posts →. Why would a market researcher tell you not to commission market research? September 12, 2013. We all know Lord Leverhulme’s pronouncement that ‘Half the money I spend on advertising is wasted, and the problem is I do not know which half’. You might expect me to suggest that the good Lord would. It’s just that you don’t know you know. As Donald Rumsfeld. They won’t give away any trade secrets, of course, but their unusu...

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What makes a great communications proposition? | movementmuse

https://movementmuse.wordpress.com/2015/01/27/what-makes-a-great-communications-proposition

Stuff about brands, comms, research and the people that work with them. If you can only research your ad idea once before you make it, what research should you do? Why clever communications propositions usually aren’t →. What makes a great communications proposition? January 27, 2015. However unfashionable it may be, I am inclined still to think of the ‘proposition’ as being the heart and soul of any communications brief: the. Way to make leaps and connections that create an inspiring thought. You could ...

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Marketers are people too | movementmuse

https://movementmuse.wordpress.com/2012/03/21/marketers-are-people-too

Stuff about brands, comms, research and the people that work with them. Our mission is to annoy. Why aren’t creative teams involved in creative development? Marketers are people too. March 21, 2012. Why producing strong marketing ideas often requires the removal of your ‘marketing hat’. One of the core roles of qualitative research is to connect marketing teams and their agencies with the people* who are buying their products and processing their communications. They are people too. They buy cars, shampo...

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gthebash | movementmuse

https://movementmuse.wordpress.com/author/gthebash

Stuff about brands, comms, research and the people that work with them. The 6 fundamentals of effective creative development research. February 11, 2015. Research is often blamed for the destruction of great creative ideas. And to an extent it’s true: the wrong type of research, undertaken with the wrong aims and executed by the wrong people, can be disastrous. But, handled in the … Continue reading →. What do you do when your agency can’t produce the goods? February 5, 2015. January 29, 2015. However un...

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Why clever communications propositions usually aren’t | movementmuse

https://movementmuse.wordpress.com/2015/01/29/why-clever-communications-propositions-usually-arent

Stuff about brands, comms, research and the people that work with them. What makes a great communications proposition? What do you do when your agency can’t produce the goods? Why clever communications propositions usually aren’t. January 29, 2015. It’s much easier to originate a great creative communications idea from a strong proposition. Communications propositions should be as creative as the creative ideas they inspire. Too often, they are anything but. In an earlier blog. Or is it ‘rewarding’?

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The Devil is in the Details: why we must be obsessed with getting stimulus material right | movementmuse

https://movementmuse.wordpress.com/2012/06/20/the-devil-is-in-the-detail

Stuff about brands, comms, research and the people that work with them. All is not what it seems: how throwing away the stimulus material can help you get more out of your research. Whatever happened to thinking? The Devil is in the Details: why we must be obsessed with getting stimulus material right. June 20, 2012. We’re researching, not the execution, and this will remain even with a bit a variance in delivery. Advertising/film direction/marketing jargon: this needs to be removed to avoid confusion, e...

movementmuse.wordpress.com

Why aren’t creative teams involved in creative development? | movementmuse

https://movementmuse.wordpress.com/2012/03/29/why-arent-creative-teams-involved-in-creative-development

Stuff about brands, comms, research and the people that work with them. Marketers are people too. Research is not reality →. Why aren’t creative teams involved in creative development? March 29, 2012. In 25 years of researching advertising ideas, I have met the team that created the work on fewer than a dozen projects. So why do researchers so rarely meet creatives? But this isn’t a one way street. Get them to come to debriefs and challenge the research findings. If the researcher can’t hack it...Pingbac...