Has your experience in qualitative research served in helping you discover new pathways or, more often than not, to kill good ideas?
My experience has served not only in discovering pathways but helping a lot more people know what is going on in the consumer - production levels
That would depend on the quality of the qualitative research. More information is always good, but few things are more dangerous than inaccurate data.
Qualitative research only helps when it is used as an upfront tool to inform both strategy and creative
Again, this goes back to the same question about creativity and return on investment. Qualitative research and great creative are not mutually exclusive, they go hand-in-hand. It is important to have solid research into a client's business, their goals, their competitors and their business culture before creating any adverts for them.
It has at times and it has killed good ideas at other times.
To some extent helped
All the time. That's where I spend most of my time.
I learn from my experience,, yes I have a discover and so many tips.
Ah...definitely new pathways! I love research and consider it akin to looking for a pearl in an oyster. You never know what someone might say that takes you down a completely different line of thinking. If the idea is truly "good" in the sense that it accurately portrays/embodies the brand, then research can help bolster and improve upon it.
"Good ideas" as applied to advertising DO NOT get killed by research.
the value of good qualitative research has been to illuminate how ordinary people who don't work in marketing or advertising process simple communication ideas. That leads to new pathways. Ideas don't have to be killed - they may not be understood (a problem that is fixable) or they may be unfamiliar (usually a good thing) Research doesn't kill good ideas its the meeting which uses the research findings which makes the decision. Respondents shouldn't be allowed to kill anything.
I've not experienced good ideas being killed by research. Only natural fallibility in some agencies or clients in believing that something is great when it really isn't. That's why independent research is great for qualitative validation and quantitative prediction.
But it's true to say that evaluating a truly unique, never thought of before, innovative idea is more complex in research. This benefits from researching a pilot test, as extended exposure to the new concept helps to inform and explore a truly unique idea.
Pressing people to talk against money always leads into stupidity.
No. In general, we've validated the idea before spending on qualitative research. You don't take bad stuff into a focus group unless the client has deep pockets with money to burn. (Who is that client, today? And, do they need a cool agency? Give them my number: (631) 231-6600 x105.)
I think the research is always welcome. The strategic planners know better the customers needs while the creative team know how to catch their attention. I think that the best way of create a strong and insightfully campaign is to implement an incredible idea based on real insights.
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