The Future of Positioning Research Last month I wrote about the impact of work such as Byron Sharp’s ‘How Brands Grow’ on advertising development research. For ‘brand and comms’ research experts, the other string to our bow has always been brand positioning and strategy development. So having looked at advertising in my last blog, it…
Read MoreHow Brands Grow and advertising research
What Does ‘How Brands Grow’ Mean For Advertising Research? Over the past few years, work such as Byron Sharp’s ‘How Brands Grow’ has challenged fundamental assumptions about how marketing and advertising work. To my mind, if our understanding of how advertising works has evolved, it follows that how we research advertising – or more precisely…
Read MoreLess drill, more hole 2
Less About the Drill, More About the Hole. Pt. 2 In my last post I talked about how we researchers can do ourselves a disservice by talking too much about process (‘the drill’) and not enough about outcomes (‘the hole’). This seemed particularly true when it comes to prospective clients. So I thought I’d follow…
Read MoreLess about the drill
Less about the drill, more about the hole Over the last couple of months I’ve read a lot of lively online discussions about the role and future of qual research. As interesting as it’s been, what struck me most about what I read is they seem to be covering the same old topics (focus groups…
Read MoreAre Qualies Endangered?
Are Qualies and Endangered Species? A recurring theme at the AMSRS Conference a couple of years back was the idea that as an industry we needed to ‘adapt or die’ … that technology and new ways of understanding human behaviour were fundamentally changing research, and unless we started doing things differently, we would become largely…
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