In the account planning research reading on
blackboard, Alice Kendrick thoroughly summarizes the basics of research from when
to gather research to how. While in chapter four, Steel discusses methods of
research combined with creativity that he has used and have inspired successful
campaigns
Steel states the aim of the best
advertising research is to embrace consumers. In my perspective embracing the consumer
means understanding the essence of who they are as people. The best kind of
research should not look at the consumer as a buyer first, but instead as
person, a friend.
A couple of years ago my friend was invited
to be part of focus group for a fast food chain. The group was directed to go
to small hotel conference room in Irving. When she got there, the first thing
she was asked to do, to her surprise, was just talk about some of special
events in her life. At the moment, we were about to graduate high school and
prom was just around the corner, so she mainly talked about those subjects to
the moderator. After all the members of the group finished describing the
special events going on in their lives, the moderator asked them what types of
food they associated with those events in their lives. According to Vero this
question lead to a long discussion ranging from complex Italian recipes to fast
food. When the subject of fast food was
touched by a member of the focus group, the moderator entered the discussion. He
began asking them questions about the particular food chain and group members
talked about some of their likes and dislikes. Some of them even began proposing
ideas they thought would help the chain. Vero mentioned that after her focus
group was over, she no longer thought of other the members of focus group as
strangers, but instead more as friends. This particular moderator proved Steel’s
perspective that the best research understands the consumer. And by
understanding the consumer the moderator received the most honest answers
obtained leading to successful research.
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