Both the P&G and the Xerox examples show how insights can arise by getting inside the heads of customers, either making discoveries about how they think or, in the case of Xerox, about how they don’t pay attention to details (e.g. the number of copies made) that had not yet become important.
To call “small sample sizes” a fault of focus groups is to misunderstand the role of qualitative research. Quantitative research asks the questions, qualitative research questions the answers and provides insights that help decision-makers see the whole picture.
A brand pattern creates more value than repetition. It provides coherence among disparate mediums and continued relevance that can adapt and respond to its audience. A brand pattern connects a product to an experience and an audience, allowing the brand to continually grow.
The more we learn about how consumers make decisions, the more we learn we don’t know.
Comms planning will be ever more valued as a driver of collaboration inside agencies, between agencies and with clients. It will be at the forefront of understanding and articulating what makes great content in new environments.
A man who stops advertising to save money is like a man who stops a clock to save time
For us, this has been not just a brand-building exercise. It’s actually an integral part of our business. We’ve been able to view the live business through the same prism that we view the digital and print businesses: We’re an editorial company that brings our editorial brand to whatever platform we’re working on.