In a former life I made a living doing research… at the library and with a 2400-baud modem, pre-Internet. All these years later and somewhat ironically, I am not a big believer in ‘big’ research when it comes to marketing and advertising.
OK, so now I’ve made myself a pariah to a lot of agencies that love consumer research for the money it brings in and the time it takes, which allows agencies to talk and meet about potential strategies without ever implementing a plan.
Once implemented, there’s a chance of failure: the longer you can wait before you place your bet, the longer you can sit at the table and pretend to be a player.
I'm from a direct response background... there's no pretending... trust your instincts, take a stand, move forward, adjust to circumstances... and leave most research to the posers!
“Consumers want a new story... authenticity, not spin... participation, not propaganda.”
