Is All Research Bad Research?

Love this piece by Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing. He is also Executive Vice President at Deutsch L.A. He tackles something everyone is thinking about: Are traditional focus groups useless? Now, the key here is “traditional,” because there are many usefull forms. The key is, you must…

Rebel without a Causation

Our culture looks down upon skeptics, but it’s important to be selectively skeptical — especially in the advertising realm. Take nothing for granted and make no assumptions. Thats what I tell my team. Which always bring me back to Scottish Philosopher David Hume, who separated himself from rationalists like Descartes by insisting that desire rather than reason governs human behavior. And as I sit…

30 Seconds of Nonsense: Overcoming Brand Parity

I just discovered  the writings of Paul Feldwick formerly of DDB,  who is widely recognized as an authority on how advertising works. A couple of things he writes really hit home. In a piece titled Exploding the Message Myth, Feldwick expounds upon the trouble with parity — it can be hard to buy something bad these days, and…

Thinking About Thinking: The Anchoring Effect

Sometimes it’s frightening when we examine our own decision making — especially when we realize how random and arbitrary it all is. It can be unsettling to know our judgment can be so heavily influenced by randomness — and it happens every day. Daniel Kahneman covers this in  Thinking, Fast and Slow, a bizare tour of the mind where he outlines the faults and…

Altering Reality through Observation

Heard an interesting chat with UC Psychologist Jonathan Schooler on NPR where he discussed how the way we observe our surroundings might actually alter those surroundings.  Very intriguing for Strategists, as we are always observing — be it in focus groups, in-homes or just out on the streets. So does active observation actually change the nature of…