Reinventing qualitative research

Belle Frank and Anne Manning

Belle Frank, executive vice president, brand planning at Y&R, and Anne Manning, from the Innovation Practice, argue that we are misusing research - particularly qualitative research - in the development of advertising ideas.

Reinventing qualitative research

Belle Frank and Anne Manning

There are many things we used to think were true that we are just not so sure about any more. And not just the obvious ones like the Tooth Fairy or Prince Charming. We used to believe market research offered effective ways to help marketers create and differentiate new products, services and communication platforms. But the research we use to help create ideas is not working – in fact it is killing our ideas. No wonder so much product innovation fails and marketing communication falls on deaf ears. The world...

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