Posted on March 26, 2010 by Simon Kendrick
These five posts got me thinking over the past week:
Justin McMurray from Made By Many has laid out a manifesto for agile strategy. I particularly like the idea of simplicity of purpose over the reliance on a mystical “insight” (which may well rest on top of a house of cards)
Gareth Kay points out the flaws in Millward Brown’s latest “viral” research. I don’t want to get into the semantics of viral versus spreadable, but there is an interesting debate in the comments where both Gareth and Duncan Southgate from MB defend their different viewpoints on the nature of “viral”.
Jeff Jarvis has an interesting take on blog commenting. He believes that they are an inferior form of discourse to other social media commentary, but also that the host has a responsibility to maintain a certain level of quality – such as fully framing an argument for feedback rather than relying on the crowd to spot the flaws for you
This HBR piece on the cost of being omniscient looks at how the feedback from passive data collection can influence our behaviour (think eco:DRIVE or Nike+)
And finally, this Marketing Week feature looks at online research, specifically “real-time” research and neuroscience. I find “co-creation” techniques can be useful in certain circumstances, but I am still yet to be convinced by the benefits of neuroscience techniques.
Filed under: links | Tagged: agile strategy, co-creation, gareth kay, jeff jarvis, justin mcmurray, links, made by many, millward brown, neuroscience | Leave a comment »
Posted on March 2, 2008 by Simon Kendrick
Last Wednesday, I attended the Thinkbox event TV & The Brain: How Creativity Wins. The half-day conference explored how psychology plays a role in brand communications and advertising. The argument is that we should be looking towards the emotional and not the rational.
As a researcher, this is a challenge. Rational messages are easy to measure – emotions aren’t. I went into the event wanting to build up my knowledge on the theory, to learn of any practical applications and to leave with ideas on how to improve our understanding of advertising evaluation.
The event was split in two – half on theory, half on application. Personally, I found the first half far more rewarding. My knowledge of psychology was limited to Malcom Gladwell books, but the three excellent speakers broadened my horizons considerably and left me with a lot of things to ponder. I found the second half a disappointment. There were few specifics and the talks were dangerously close to sales pitches.
Tess Alps, Chief Executive of Thinkbox, opened the event in the customary fashion of selling TV as a medium. Continue reading
Filed under: advertising, research, Television | Tagged: advertising, brain, creativity, honda, itv, justin gibbons, millward brown, MRS, neuroscience, paul feldwick, research, robin wright, Television, tess alps, thinkbox, tv and the brain | 4 Comments »