Brands must take creative risks in advertising to enter the competitive marketing industry.
I have never heard a session chair of a market research conference introduce a speaker with the words “This presentation is going to blow your f***ing mind!” but perhaps we should try this more often? Either way, the web summit in Dublin last week set out to do just that.
Not only is “Cool Hand Luke” a continual source of classic scenes but coincidentally it just happened to tie up with a theme I have been working on lately : how important deprivation is for market research.
To get to the festival you land in Nice Airport and get a taxi for the 30 minute drive along the coast to Cannes. However, there was a simultaneous taxi and rail strike. The taxi’s were protesting against Uber and the train drivers were presumably protesting against roads.
While a paid impression tells us that the Marketer thinks the user is interesting to the brand…an owned or earned impression tell us that the Consumer thinks the brand is interesting to them.
If you know how to create a methodology, there has to be a corresponding set of answers that support the technique’s validity. If your organization can integrate those answers with an organizations data stream, you can deliver insights that foster innovation.
Can market research be “sexy”? Can a driving focus on creativity & innovation produce business success? Can hiring smart people from multiple disciplines and disparate backgrounds help an MR firm succeed? Based on the example of BrainJuicer, I’d have to say “Hell yeah!"
