Creative development: how to build and not destroy
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This is the third talk from the recent Open Strategy event 'Creative development: how to build and not destroy' by Steven Lacey
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Creative development: how to build and not destroy
- 1. #3 Creative development: how to build and not destroy
- 3. The benefit of qualitative research
- 4. Bad research Mixing the creative idea with the execution Researchers playing ’Grand Strategist’ Using Quant in Qual Researchers becoming political Over use of metrics Researchers playing creative Logo conversations
- 5. Over 50% of the research done at companies is wasted they’re asked to do things that, even if the research project is perfect it won’t be useful, it’s covering your butt kind of thinking (Bob Barcocci CEO Advertising Research Foundation)
- 6. We spend half our day thinking of delicious and imaginative ways to delight our audiences and then, we round up some of the most influential customers shove them in a dreary room, confuse them with obtuse questions and odd drawings, then send them on their way with £20 (Russel Davies)
- 7. Some adverts have failed the grade (1/3)
- 8. Some adverts have failed to make the grade (2/3)
- 10. 10 10 Creative development = Agency swear word? For creatives it is another destruction of an idea For account handlers it is a risk For planners: Places them in a defensive position
- 11. 11 11 The main problem is the process The consumer becomes the Grand Jury Creates a ‘traffic light approach’ to research Qualitative research become like Millward Brown
- 12. 12 12 First problem: Conservative clients
- 13. 13 13 Conservative clients want consensus Consensus is bad Makes research a beauty parade (based on appeal) Focus often shifts towards the execution Or you end up with ‘Tony Blair’ research
- 14. 14 14 Consensus kills advertising
- 15. 15 15 Second problem: Time Often ads are researched late in the process. Agency has no time to change anything Research is pointless it is just a ‘tick box’ exercise that the ads must go through Client and agency have have very set opinions Research becomes political
- 16. 16 16 Third problem: Consumer = Holy Grail There are several problems with this approach Firstly the consumer is not a creative Secondly: Consumers don’t really care about brands Thirdly: Consumers don’t care about advertising
- 17. 17 17 Fourth problem: Length of groups
- 18. 18 18 Solutions: Change the Philosophy Creative development shouldn’t be about winners and losers. Instead it should be about how can every idea go into the world
- 19. 19 19 Solutions: Embrace tension Researchers should embrace polarity and tension An education process is needed here
- 20. 20 20 Solutions: Creative development for the creatives
- 21. Traditional model of creative development assumes a linear approach IDEA TEST CREATE EVALUATE
- 22. Use it as a development tool IDEA EXPLORE DEFINE EXPLORE REDEFINE
- 23. Some practical tips (at briefing) Involve the creatives Explain the strategy Share the creative brief Explain what is the creative idea and executional details Do not talk about yours or the agencies view Ask the researchers to read up on the market Ask researchers to think about the audience from a cultural perspective
- 24. Some practical tips (the guide) Think about what the idea is and how it should be framed Sometimes ideas shouldn’t be framed as adverts Ensure there is a rotation of ads Make sure the researcher doesn’t have long warm up Ensure that researchers don’t ask “What is your favourite advert” Don’t show a brands previous ads Make sure that respondents do a self-completition exercise
- 25. Some practical tips (the guide) Really think about the stimulus Ensure the scripts are not too long Make sure scripts are written in consumer language Mood boards are terrible Try and keep things rough Narrative tapes are good – because they feel like a story Remember – Researchers often kill scripts – use actors or professional voice overs
Editor's Notes
- In many ways the briefing of a project is as important as actually doing the project itself because if you don’t ask the right questions there’s a pretty good chance that you’ll miss the point of the research This is the point at which you have to check everyone is in sync with one another and from a researchers point of view there are 4 questions you need to think about when you go into the meeting What’s the context? What do we know? There is nothing more frustrating for a client when a researcher comes back and either tells them something they already know or delivers insights that aren’t relevant to the brief so it’s really important to ask them where they are at now. Part of that might involve taking way any existing research they have to really understand that What hypotheses are there? Where is the thinking at? If you’re doing research it’s because there’s a problem or you need to understand something better but it’s important to understand what general hypotheses exist so you can prove or disprove something= How will findings be used? Is this piece of research designed to evaluate an ad? Is it to help develop an ad? What are the politics? Last but not least- what are the politics involved? Whenever you have got an advert you can be sure there will be a lot of different opinions about it and it’s important to know who thinks what
- You have some key challenges that need to be addressed both from a brand perspective and communications perspective. Some of what we tell you might seem a bit uncomfortable – but we have been hired to deliver the consumers perspective and we would be doing you a disservice if we ducked any of the issues.
- Before I pass over to Steve I just wanted to mention one thing about stimulus The aim in developing stimulus materials is to optimise the expression of the creative idea But there are pitfalls to be aware of... Narratives can be confusing and/or leading and/or tiring Animatics can be confused with cartoons Mood boards can be taken for the finished ad Storyboards can be awkward to use Respondents will evaluate ideas on what they see and their responses will only be as good as the stimulus they see... Rules: Choose stimulus that best reflects the idea Stimulus should be the consistent across different routes – don’t do animatics with one route, story board with another, script with another Rotate stimulus across groups
- Before I pass over to Steve I just wanted to mention one thing about stimulus The aim in developing stimulus materials is to optimise the expression of the creative idea But there are pitfalls to be aware of... Narratives can be confusing and/or leading and/or tiring Animatics can be confused with cartoons Mood boards can be taken for the finished ad Storyboards can be awkward to use Respondents will evaluate ideas on what they see and their responses will only be as good as the stimulus they see... Rules: Choose stimulus that best reflects the idea Stimulus should be the consistent across different routes – don’t do animatics with one route, story board with another, script with another Rotate stimulus across groups
- Before I pass over to Steve I just wanted to mention one thing about stimulus The aim in developing stimulus materials is to optimise the expression of the creative idea But there are pitfalls to be aware of... Narratives can be confusing and/or leading and/or tiring Animatics can be confused with cartoons Mood boards can be taken for the finished ad Storyboards can be awkward to use Respondents will evaluate ideas on what they see and their responses will only be as good as the stimulus they see... Rules: Choose stimulus that best reflects the idea Stimulus should be the consistent across different routes – don’t do animatics with one route, story board with another, script with another Rotate stimulus across groups
- Before I pass over to Steve I just wanted to mention one thing about stimulus The aim in developing stimulus materials is to optimise the expression of the creative idea But there are pitfalls to be aware of... Narratives can be confusing and/or leading and/or tiring Animatics can be confused with cartoons Mood boards can be taken for the finished ad Storyboards can be awkward to use Respondents will evaluate ideas on what they see and their responses will only be as good as the stimulus they see... Rules: Choose stimulus that best reflects the idea Stimulus should be the consistent across different routes – don’t do animatics with one route, story board with another, script with another Rotate stimulus across groups