The myth of depth: how to research ads better

William Landell-Mills, a director of arnold+ Bolingbroke, argues that much current qualitative advertising research is asking the wrong questions - that we should not be looking for deep, hidden effects but small, subtle and fleeting effects.

The Myth of Depth: How to Research Ads Better

William Landell-MillsArnold + Bolingbroke, a Research Company

The founders of what they called 'motivational research', Ernest Dichter and Bill Schlackman, were both trained in psychoanalytic methods. Nowadays,...