Comments on: Creatives Have Nothing to Fear – Except Poorly Designed Research http://www.brandculture.com/blog/2008/05/the-only-thing-we-have-to-fear-is-poorly-designed-research/ Branding. Not Bull. Fri, 09 Jul 2010 20:32:34 +0000 hourly 1 http://wordpress.org/?v=3.0 By: KinLA http://www.brandculture.com/blog/2008/05/the-only-thing-we-have-to-fear-is-poorly-designed-research/comment-page-1/#comment-367 KinLA Wed, 28 May 2008 21:16:15 +0000 http://www.brandculturetalk.com/?p=7#comment-367 in my advertising career, I've seen more money wasted on "market research" because clients a) are afraid of their own judgment, b) don't have any judgment, c) don't know their consumer, and d) don't understand their product. It's incredibly frustrating to see millions of dollars wasted on focus groups--and the good advice of the agency go unheeded--because many clients on the marketing side simply have no balls. And furthermore, how do these people get the jobs they have? Agreeing with the piece, research can uncover insights and lead you in productive directions. It is not a substitute for cojones. in my advertising career, I’ve seen more money wasted on “market research” because clients a) are afraid of their own judgment, b) don’t have any judgment, c) don’t know their consumer, and d) don’t understand their product. It’s incredibly frustrating to see millions of dollars wasted on focus groups–and the good advice of the agency go unheeded–because many clients on the marketing side simply have no balls. And furthermore, how do these people get the jobs they have? Agreeing with the piece, research can uncover insights and lead you in productive directions. It is not a substitute for cojones.

]]> By: Motheen Chrysalis http://www.brandculture.com/blog/2008/05/the-only-thing-we-have-to-fear-is-poorly-designed-research/comment-page-1/#comment-366 Motheen Chrysalis Fri, 23 May 2008 18:46:33 +0000 http://www.brandculturetalk.com/?p=7#comment-366 In the last sentence, is creative a noun? A new noun? Probably people don't believe in nouns anymore. In the last sentence, is creative a noun? A new noun? Probably people don’t believe in nouns anymore.

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