Creative development research
Merry Baskin advises on the most successful methods of developing creative through group research to enhance brand communications
Cadbury’s ‘Gorilla’: expressions in research groups mattered more than words
Creative development research is not about critiquing, evaluating or ‘testing’; its role is to enhance and improve – to help make your brand’s communication ideas more effective. Qualitative research can be deployed to good effect at three different stages in the communications development process: Strategic development: understanding the relationship of the consumer to the product category in general and the brand in particular, identifying the problems and opportunities the brand could address. What’s the hook/angle/message and who are we talking to?