Does research help or hinder finding fresh ideas for ad campaigns
We've conducted the research, we've crunched the numbers, we've done the analysis and now we have the clear solution, or at least we think we do. The planner is happy, but the challenger is perhaps a little uninspired. Do we have to believe every single statistic? Can we spin the narrative? Should we ignore the results completely and follow our gut?
The point is that research is important but to what extent does it really assist in finding fresh ideas for ad campaigns. The discussion will focus on this.
a. How important is research in determining the creative route to go when developing ad campaigns?
b. What kind of research is most useful in developing ideas? Qualitative? Quantitative? or a combination of both?
c. Who should be conducting our research? Sales team? The creative agency? the strategy team? a research agency?
d. What harm can research possibly do?