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RESEARCH IN COMMUNICATIONfrom a planners perspective
TBWA\BRUSSELS – NOVEMBER 15th 2011
Who is who?
Who believes that research…
… should be avoided in the creative process?
…kills good ideas?
… is the responsibility of the client and the research company?
… is the best way to avoid failure?
I personally don’t agree with any of these statements
Good research
n Helps to grow ideasn Raises more questions than it gives
answersn Should be part of every process (but
on the right moment)n Is an essential part of the job of a
planner
But what is good research?
Getting as close to reality as you can.
People don’t do what they say, and don’t say what they do.
Respondents react as rationally, not as an audience.
You only get answers to the questions you ask
data & insights
concepts pre-test post-test data & insights
LEARN EXPLAINPREDICT
CURRENT INVESTMENTS
data & insights
concepts pre-test post-test data & insights
LEARN EXPLAINPREDICT
SHOULD BECOME:
1. DATA & INSIGHTS
Data & insights
DATAn Nielsen/GFK/market evolutionn Monitoringn Benchmarkingn Desk researchn …
Data & insights
INSIGHTSn Qualitative researchn Interviewsn Social networksn …
n Essential part job of every planner!
2. CONCEPTS
Concepts
n Testing the strategy and the idea, not the execution!
STRATEGY
IDEA EXECUTION
Concepts
n Testing the strategy and the idea, not the execution!
LONDON CLOSER THAN EVER
AROUND THE CORNER
EXECUTION
Concepts
n With integrated campaigns, concepts are far more important than executions
BUT:n From a methodological point of view, this
is difficult to test.n Challenge the way research companies
test this!
3. PRETESTING
Pretesting
n Is about executions
n Most used type of communication research… but why?
Pretesting
n Has a very low predictive value n Is becoming increasingly difficult with the
new types of campaignsn Very difficult for respondents to judge
Difficult to judge
n Artificial context• Meeting room vs living room
n Artificial creative execution• Mock-up• Animatic• Script
n Artificial reaction• Ratio vs emotional
But sometimes, it works
4. POSTTEST
Posttest
n Qualitative and qualitativen Make sure what you test:
STRATEGY
IDEA EXECUTION
Posttests
n Posttests can really help fine-tune the strategy and the idea.
n But can it make executions better?• If it is a big success, you know it.• If it is a big failure, you know it.• If it is neither, you made average work, so
why invest in research?
Inconsistency between pre- and posttests
Especially with qualitativen Inconsistent baseline feedbackn Inconsistent copy feedbackn Inconsistent execution feedback
Thank you!
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