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You
often hear people say stuff like, "everybody I know says 'so and so.'" [Or, as I recently was told, "If you hear it from two or more people Robert, it has to be true.] It is easy to draw conclusions based on what you say "everyone else
says." But -- keeping it real -- these kinds of conclusions (along with
many website polls, cable news polls, etc.) are hardly reliable enough
to build a business on...much less a creative platform for your next
advertising campaign. While knowledge is indeed power, incorrect information can be devastating to any creative endeavor.
Successful creative work is usually the result of proper strategic planning -- based on solid research.
Top advertising agencies usually have their own planning model. I have
also developed a proprietary model for my agency based on my experience
in the field. It all starts with fact-finding research broken into four
categories -- the market, the competition, the product and the company.
At this stage, it is critically important to be unbiased and state the
facts. The research can come from a variety of primary and secondary
sources.
Primary research
might include the development of mailed questionnaires, field
interviews and/or focus groups. It is important that the research
questions are written by experienced marketing research professionals
to eliminate human bias (the "stuff" mentioned above). It is also
important to use a sufficient “simple random sample” of appropriate
respondents to ensure statistically accurate findings within a
reasonable “confidence level.” When done properly, a relatively small
sample of respondents can provide highly accurate findings that are
representative of the target market as a whole.
Secondary research
comes from existing research material. Public libraries are, of course,
a great resource. College alumni are also allowed access to university
library resources...on-site and online. It is amazing how much
information is readily available. A visit to your local library can be
remarkably informative...and you will find the library personnel to be
knowledgeable and helpful. You can usually access your public libary
holdings on-line as well. My local library, for example, has the same
databases available that are used by top ad agencies and research firms
(paying big bucks for the subscriptions, btw). All you need is a
library card number to log in.
While proper research is crucial for strategic planning, it is very important for creative development as well.
Creative schools have begun to address this in their curriculum. They
have come to realize that the creative program represents a solution to
marketing problems -- a direct outgrowth of strategic planning.
While providing invaluable information, the research process can also
help stimulate creative ideas. Immersing yourself in research can
indeed be a great way to get your "creative juices" flowing.