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Research in Advertising. 

Idea Killer or Sharpener?
Charlie Blower"
Blak Labs
Justin Lim
Singapore
Paul Grubb
UK, Thailand
John Kyriakou
Canada, Singapore
Graham Fink
China & London
Mark Ringer
Australia,
Singapore, UK
Francois de Riviere
France, Singapore
!2
Types of Research
"
Quantitative
Qualitative
3
4
5
!6
7
!8
Apparently…
!9
“Some people say, ‘Give the customers
what they want.’ But that’s not my
approach. 

Our job is to figure out what they’re
going to want before they do. I think
Henry Ford once said, ‘if I’d asked
customers what they wanted, they would
have told me, ‘A faster horse!’’ People
don’t know what they want until you
show it to them. That’s why I never rely
on market research. Our task is to read
things that are not yet on the page.”
Steve Jobs

Apple
!10
"
"
11
"
"
http://youtu.be/uv-GSv9aZgo
"
Focus Groups in action
12
Dove - “Cocktail”
13
What went on air
14
I’m clearly the most
experienced person – I will
lead the conversation	
Sh*t! I forgot
to pay my
credit card bill!
What shall I
cook for
dinner
tomorrow?
Not sure what I
think about this so
I’ll just agree with
everyone
15
I notice increasing reluctance on the
part of marketing executives to use
judgment; they are coming to rely too
much on research, and they use it as a
drunkard uses a lamp post for
support, rather than for illumination.
"
David Ogilvy
Ogilvy
16
Behaviour tells you what motivates
people, not a closed-room, hot-house
environment where people feel compelled
to apply logic (quite possibly trying to
look clever) rather than just being
themselves.


Mark Ringer, Creative Director, Anthem UK and Europe
17
Research used at the wrong time in the
creative process is just a waste of
money.
18
Research can tell you what customers are NOT
saying
19
"
http://www.youtube.com/watch?v=Eu8XDWG6x2k
BEFORE
20
http://youtu.be/XYLXe3LH33M
AFTER
21
22
23
We don't ask
research to do
what it was never
meant to do, and
that is to get an
idea.
"
Bill Bernbach, 

DDB
24
Occasionally, Research doesn’t
kill creativity.
25
A creative winner
Guinness ‘Surfer’
A year of research
Link tested twice
Qualitatively tested three times
"
Awards
D&AD
Cannes
Channel 4
Awards etc
etc
etc
‘Link has not in anyway suppressed
Guinness’ legendary creativity. Indeed the
famous ‘Surfer’ ad went through Link in
animatic form, was enhanced as a result
and went on to its place in advertising
history’
Michael Harvey
	 Global Planning Director, Guinness UDV
26
http://youtu.be/Y9znA_dwjHw
Guinness Surfer
27
Research provides
signposts, not
answers.
"
28
29
30
Translation:
Traces of
Hydrochloric acid,
mercury, acetone
and ammonia have
been found in a
consumer product.
"
For more
information call
toll-free
31
http://www.effie.fr/CAS/gparchives.php?page=03_inpes
32
Consumers
don't say what
they think and
they don't do
what they say.


David Ogilvy
Ogilvy
33
Ignore the Research – Trust your gut.
34
35
36
!37
http://www.youtube.com/watch?v=Uz9_YfIQaz4
38
Do your own research:
The #CokeHands Story
39
40
41
!42
43
!44
BEFORE AFTER
!45
CANNES LIONS	

1 GRAND PRIX	

1 GOLD	

1 SHORTLIST	

D&AD	

1YELLOW PENCIL	

1 NOMINATION	

CLIOS	

3 GOLD	

1 SILVER	

1 BRONZE	

ONE SHOW	

1 GOLD	

1 SILVER	

LONDON INTERNATIONAL AWARDS	

2 GOLD	

SPIKES ASIA	

2 GRAND PRIX	

2 GOLD	

2 BRONZE	

EPICA	

1 GOLD	

3 SILVER	

AWARD	

4 GOLD	

THE TIMES	

FINALIST	

THE TOMORROW AWARDS	

1 SHORTLIST	

CAMPAIGN BRIEF ASIA	

2 ACCEPTANCES TO “THE WORK 2012”	

WPPed CREAM	

CRÈME DE LA CRÈME	

LÜERZER’S ARCHIVE	

MAGAZINE COVER APRIL 12
!46
Research in a real time world. Why
bother?
"
47
http://mashable.com/2014/04/01/google-april-fools-2014/ 48
49
50
51
52
"Creativity is just connecting things.
When you ask creative people how
they did something, they feel a little
guilty because they didn't really do
it, they just saw something. It
seemed obvious to them after a
while. That's because they were
able to connect experiences they've
had and synthesize new things.
Research takes this creativity, the
most important asset in business
today,  and disembodies it.”
"
Steve Jobs
53
Research.
Do your own - but do at the right stage of your
project.
Use Research as a signpost.
"
Trust your gut. Believe in your ideas.
"
Get your ideas out there.
And see what happens.
"
Good Luck!
54
Thank you
55

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Research in advertising - idea killer or sharpener?