I’ve always believed that research has an uncanny ability to crush good ideas to death. Sadly, most clients and many of my advertising mates don’t believe so.
And this is what they do to prove their point: They put precious monies to research a piece of advertising, patiently listen to multiple views without having an objective and joyfully suck out the last few droplets of creative juice from the piece. Finally, they end up creating a piece of advertising for the brand that’s stupendously boring.
Bravo, people. You've managed to do yeoman service to the marketing and advertising industry.
To all you guys out there, here’s a small request. Please watch this piece of film. Trust me, it's worth it.
And if you can, avoid researching it for once.
Courtesy: Via Scampblog
Posted by Murali