Mind Cloud clarifies picture in qualitative research of creative
William Landell Mills and Ged Parton
The use of qualitative research for creative evaluation was developed by the great planning agencies, BMP and JWT, in the 1960s. Naturally enough, their interest was to use research to best understand reactions to their advertising ideas. To do this, they wanted a 'clear read' on the ads, uncontaminated by any prior chitchat about the brand. Brand effect was something they paid lip-service to, but was never their primary focus. To them, ad research really was 'all about the ad'.
Fifty years on,...