Break through the one-way mirror! Run your concept labs by advertising on Facebook and Google

Dirk Lorré and Benoit Gaillard

This paper explores a new way to co-create concepts with consumers, making use of search advertising such as Google adwords.

Break through the one-way mirror! Run your concept labs by advertising on Facebook and Google

Dirk Lorré and Benoit GaillardBrandstrategists, Belgium and WSI Business Performance, Switzerland

INSIGHT OR CONNECTION?

We are in the business of crafting concepts. For some reason, the industry works on the basic assumption that a concept should have the structural flow of: insight, benefit, reason to believe. An important part of a concept is the “insight”, and market research is supposed to deliver these “insights”.

Very recently there was a discussion in the Consumer Insight interest group on LinkedIn about defining insight with one word....

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