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Vincent's Blog of Opinionated Ramblings
Vincent's Blog of Opinionated Ramblings
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Advice for Qualitative Researchers when addressing advertising agencies


So the other day whilst in a briefing with a kick ass creative team from Cape Town I realized that there are many unwritten rules of engager to be adhered to when dealing with creatives (ad agency creative types : script writers, creative directors etc.)  My advice for other young qualitative researchers, when dealing with creatives who are research-resistant is as follows :

    1. Subtlety is key; remember when you are dealing with creatives you are dealing with, well, creative types. They’re generally emotional, are by their very nature inquisitive beasts who when given the opportunity could spin your words a million different ways. So the key is keep your research findings, however profound, subtle - underplay both the negative and positive findings and report rather on cold hard fact.
    2. If the script writer, or creative director is in the room and you’re about to drop the bombshell, “your ad is crap and respondents felt it might damage the brand” your job as a qualitative market researcher in this meeting is to do a little damage control.
    3. Knowing what you do about your research you should have a firm understanding of what was preferred, so if something totally bombed you should refrain from saying “god this ad, you know, well, don’t even think about it”. Rather say “as we’ve only taken a cursory look at the transcripts we’d suggest that the following … bits of the ad are hits, whereas the following … require improvement. Thus should you wish to ensure total market acceptance you should re-think the latter” Its a simple matter of lessening the blow, the information is the same, but the fallout and subsequent loss of your job is not.
    4. You are the master and commander of the consumers voice, you’ll shape it, mold it and put it into a kick ass presentation for your clients so use this authority in the meeting. Try to take notes during your field work, and ensure that you have verbatims / direct quotes / transcripts (time permitting) at your disposal - that way when during the meeting you can quote the consumer, your insight whilst valuable to marketers does not hold as much sway with creatives as they’re interested in the voice of their audience.

      Lastly I want to leave you with one final recommendation, whilst difficult if you have a family / friends try to embed yourself within the field work. Do the immersions, moderate the focus groups yourself and remember to get a thorough debrief from all those who were involved in the research because ours is a profession reliant upon information.

      For more of my views on qualitative market research check out :

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      January 30, 2009 | 6:01 AM Comentarios  0 comentarios

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      Causality : One wrong move and I’d not be here right now.


      “God damn these cretins” I’d repeat whilst ticking,rocking back and forth and scribbling notes on the papers of my first year students. It was always the shift from one in morning to three in the morning which I hated the most, the damp and cold started setting in and as it grew earlier (or later) the birds began to herald the start of another grueling day of belligerence and pedagogical irreverence and I, well I was staring at their brash and nigh on ethereal-stupidity.

      Yes that was my life - and as bad as it sounds I’d have never have come out of alive if it were not for the choices I’d made along the way. Perhaps that’s a touch dramatic, I’d never be sitting here in Johannesburg, engaged to the kick ass, rebellious-beautiful-intellectual-artist-poet Talita and driving a car made for two, working for the company I do…and so on and so forth.

      Causality

      We can blame ‘causality‘, or as some call it The Butterfly Effect”, for that, causality is defined as being :

      Causality denotes a necessary relationship between one event (called cause) and another event (called effect) which is the direct consequence (result) of the first.[1]

      If you were as smart as say Talita, you would have seen a fatal flaw in my use of the term ‘Causality‘ for it postulates that for occurrence x to have existed, and for ‘causality‘ to exist, occurrence y must have caused x’s appearance - not quite what I picture is a chain of related events now is it. BRAIN ANEURYSM! For example, I’m sitting on my couch enjoying a tasty beverage right this very second, an act which is directly related to my preceding choice - set, move to car, drive to shop, purchase beverage, return home and sit on couch. Such a cycle of past iterations of my bodily movements would have resulted in all of those decisions which preceded me sipping this here tasty juice.

      Now to apply this rather unsound theoretical example and my personal interpretation of its principles to my life before my understanding of who I am dissipates!

      For starters, imagine I had the power to alter just one of the many millions of decisions I’ve made in the past seven years. I’ve been offered many “choose your own adventure” type cross-roads, I shall use but one of them to explore this oft bandied about term causality and shall utilize it to explain that causal chains predictate the chaos which shall no doubt ensue in your life, tomorrow.

      Vincent :

      We shall start off where I left off, I was sitting marking my final paper, when a young girl rudely entered my chamber without so much as a knock. She pranced up to me, the glint of ignorance bouncing off of her glazed over retina, and sniffed. I’ve not figured out the appropriate use of the keyboard to do justice to the form of onomatopoeia it might require to describe to you just what a sniff she performed. Needless to say, I was stressed and she was hideous to me, nay dead to me, and my mind snapped. It snapped with such force that my hands shout out in front of me, my knuckles grabbed the desk before me and I leapt up like a god damned cobra ready to strike the eyes of a National Geographic Adventurer. I snarled “what in the flying fuck was that!”. She just stared. “GET OUT”, I bellowed, whilst tearing up her now defunct and useless exam paper which had the blood of my red pen coagulating on it. It was at that very moment that I realized I wasn’t alone in the room, and so I did what any maddened deranged Vincent might, gave them all a snarl and walked out.

      Narrator :

      As Vincent snarled, Kafka’s divine cockroach appeared from the sky in a cloud of smoke. Coughing and spluttering as it landed, the divine cockroach, hissed “Vincent, for your act of bravery and kindness - for which you shall receive no earthly reward - I give you the choice to a) Kill the sniffing person and remain an academic forever or b) Walk out of your chamber and follow your dream to Johannesburg, whereupon you shall be met by Talita. Vincent wisely selected (c) an option not handed to him but most appropriate. Rip paper, snarl at foolish infidel and grimace as he ground his teeth whilst forcing just one last academic breath from his cold lips “oh you fucking idiot, I cannot take this anymore”.

      Even at this juncture I’m asking myself, “what was the point of that witty yet irrelevant anecdote”? To answer, the point I make is that, had all of those nigh on imperceivable events not occured, the girl sniffing, the last paper in the pile waiting for me to mark, my way with profane-words, the drinks I had two years earlier with a good friend debating the pro’s and con’s of tutoring and so on and so forth, ad infinitum, this blog would never have been completed, and I, well I’d probably be an even angrier man than I am today. Science can be fine, right?

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      January 28, 2009 | 4:01 AM Comentarios  0 comentarios

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      SL Advertisement!


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      January 27, 2009 | 7:01 AM Comentarios  0 comentarios

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      Talking About Art | Art for Ewe and Ann Gad


      Balancing The Books

      Balancing The Books

      “Art cannot single-handedly create enthusiasm… it merely contributes to enthusiasm and guides us to be more conscious of feelings that we might previously have experienced only tentatively or hurriedly.” Alain de Botton

      What is art? Why should you bother to pay large amounts of money for it? The fact that someone would pay upwards of $10 million for a canvas painted electric blue is a fantastic illustration of human nature. To those of you who have questioned the latter fact with sheer disgust, let me explain it simply; you either have a passion for art or you don’t. In my opinion, someone who pays that amount of money for an electric blue canvas is probably not an art enthusiast but is buying a name for the same reasons that we buy other names. Pablo Picasso was particularly brilliant as a walking brand: charming, entertaining, the picture of masculinity, women wanted him and men wanted to be him - or at least own his art to impress other men and women. In Picasso’s case his charm and in some cases, genuine talent in execution, transmuted into a lasting status symbol which as an investment keeps its value comparatively well even in turbulent financial times such as the present. How do you know whether a piece will keep its value? Well you could have a really good eye but generally an established following is the best indication, in South Africa at least. And for a piece truly beautiful I would certainly pay that amount of money.

      Technique, originality and pure force of expression are what endear art to me - it lifts the soul and shrouds the minds in a meditation of it simply through hanging on the wall. Or it could simply make you smile and improve your quality of life through making the world a more pleasant place to live. The distinction here is what is called decorative art and the rest. A current favourite decorative is the Art for Ewe range by Ann Gad; human life translated into sheep speak. Visually the paintings are well executed with the lively red translating into the humour that the paintings portray. And even better, they always make me laugh when I walk past them - definitely something I’d love to own and aren’t the price of another wife for Zuma; paintings start at R680 and posters are also available (and my birthday is conveniently coming up, hint hint Vincent ;-)

      Art is fundamentally about improving your life visually and emotionally, adding magic to the mundanely predictable every day existence. You can let go, be a little wilder than you’d normally behave, live vicariously through those who seem to breathe emotion and passion that is so rare, intense and sometimes even beautiful. And best of all - the hunt is such fun, real art is seldom found in your neighbourhood mall and it’s so much the better for the novelty of finding that expresses something inside of you; it’s a moment where two entirely different worlds intersect and a common understanding is reached with someone you probably would not have met hadn’t you sought them out. Everything; the people the work, the stories all add to the pleasure - just go and have fun.

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      January 26, 2009 | 12:01 PM Comentarios  0 comentarios

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      Nic from Visus showing some of ‘Burn Your Bridges’


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      January 25, 2009 | 9:01 AM Comentarios  0 comentarios

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