Point of view: Don't dismiss all market research
John WoodwardPublicis Worldwide
I was surprised to read recently in AdAge that Anna Wintour doesn't read market research. Not surprised because I expected her to; surprised because AdAge reported it as somehow noteworthy, and because it did so uncritically, as if the message spoke for itself: because Anna doesn't read market research, we should ignore it too.
Of course, the relative role of research versus creative genius in marketing and advertising has long been debated, but it seems to me that it is littered with half-truths, convenient...