20 April 2013

fastcompany:

Back in the ’90s, when the Walkman and CDs reigned, the industry combined basic sales data from the Billboard charts with two primary methods of song research: “Call Outs,” where stations played song hooks over the phone and record their responses; and “Auditorium” research, where a group of…

Call it synchronocity, but I was thinking the same thing when it comes to market research and the creative process within advertising agencies.

The current belief is that a single minded idea, executed well resonates well with consumers. Data and evidence to date doesn’t show the same correlation, unless it’s a well told story.

So what gives?

(Source: Fast Company)

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