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)