Point of view: Audience participation

James Hurman

This article demonstrates how trying to be more like the target demographic may yield better insights than merely researching them.

Point of view: Audience participation

James HurmanPreviously Unavailable

Last April, Rob Campbell played a joke. On his blog, the Wieden+Kennedy Shanghai planning head wrote about 'Method Planning™'. This new research methodology was inspired by the notion of method acting, whereby actors literally spend 24/7 in character to more deeply assimilate the motives and psyche of the person they're playing. Rob wanted to explore whether this quest for authenticity would bear fruit for planners looking for more authentic consumer understanding.

"So much of what we 'learn' is second hand," he wrote. "So when we were recently given a project that...

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