Tuesday, April 15, 2008
Crisis? Let's do some more research.
This has happened too many times to be anything other than actual, real life, default behavior. When faced with a major issue, such as a shift in circumstances for a client, an advertising agency is likely to hit up their research department for some new facts and figures upon which to base any recommendations.
Well, we know you know this, but agencies make money from research studies. Plus, they like to custom make their questions. They gain deeper control of the issues - not necessarily mastery, just control!
Great if you have the budget and the calendar. But what if you are short on time and money? Say like in a recession.
Over and over again, we’ve seen that clients already have the research they need. It was commissioned by some long forgotten agency/consultant/insights director. It’s now languishing on a shelf, gathering dust, to be tossed out next office move.
Pull that stuff out, all of it, and lay it out on a table. Connect some dots that have never been connected before. Apply a keen eye, an open mind, and a healthy dose of creativity.
Instead of six months out in the field, try instead a week of blowing through the dust. That has to be worth a few sneezes.