While advertising concept testing is supposed to predict future campaign effectiveness, unfortunately not all research methodologies have been successful in determining this in the past. A famous example of this is the Cadbury Gorilla Ad. Despite failing the concept testing research, it became one of the most effective Cadbury campaigns of all time.
As a research agency, we pride ourselves on not only utilising methodologies that are better predictors of future campaign effectiveness, but also allow enhancing rather than impeding creative ideas to further improve campaign effectiveness.
If you have ever worked on national or global advertising campaigns, you are likely to have experienced the frustrations of traditional research approaches. Typically, research would be conducted at the start and the end of the process, without validating the decisions that happen in between. However, often it’s the decisions that happen in between that can determine whether consumers would love or hate your execution.
In the upcoming months, we will be collaborating with the industry’s most respected creative talent to further discuss how research can facilitate the creative process. Yes, we said it; we truly believe that it is possible to make ideas flourish through research, provided the right approach is utilised.
Stay tuned for the updates on our learnings and recommendations that will arise from our discussions.
Written by:
Lana Bruskina – Strategy and Insight Manager
For further information on THINK Global Research, please contact Kristy Ihle (Managing Director) at info@thinkglobalresearch.com.
