The Herd Perspective  

Mark Earls
Ogilivy

There is very little to be said today about advertising research that is truly new, particularly to well-read Admap readers. The best that most of us can hope to offer on the subject is to point out (again!) the pitfalls in the process, politics and principles of advertising research first outlined by Alan Hedges in Testing to Destruction 30 years ago this year and developed in Mike Hall's work over the past decade or so. Last April's Admap contained fine examples of this kind of thing by three of today's leading practitioners [1].