It’s hard to believe that in 17 days I will be on my way to London! Having completed my U.S. research, I am halfway finished with my project.
My my key findings from the past four months:
For my area of expertise I chose to compare the use of audience analysis and research in the U.S. versus the U.K.
I quickly realized that was too broad of a topic, so I narrowed my approach by focusing on the use of qualitative research in account planning. I aimed to discover how and if different cultures affect the research in account planning.
From reading Using Qualitative Research in Advertising, by Margaret A. Morrison, Eric Haley, Kim B. Sheehan and Ronald E. Taylor, I learned qualitative research provides account planners "the opportunity for intimate consumer contact in a less structured environment and allows for insight into the more emotional aspects of a brand" (8). Account planning also "captures the concept that research is more than statistics; it recognizes the 'complexity of humans and their emotional attachment to products and that this understanding can be translated into effective campaigns extending far beyond agencies'" (Morrison and Haley, 2006, quoted in Morrison, Haley, et al. 145).
Account planners use qualitative research to:
I learned that some agencies are open to innovative research, such as storytelling, while others prefer to use traditional research, such as focus groups.
From my interview with Sue Stabe, who has had over 15 years of research experience, I learned U.S. agencies, such as Adcom, are often more open to non-traditional methods of qualitative research for a couple of reasons. Often the clients that agencies do research for don’t have a traditional research vendor so they are looking for something outside the box.
Through my U.S. research and interviews conducted, I found that many people in the U.S. are open to participating in research studies for various reasons, some being: they enjoy having their opinions heard and they get paid for their time.
I viewed my interview with Phil Johnston, who has worked a lot with international companies, to be a “sneak peek” for what I can expect from my U.K. interviews. During this interview Phil told me the way qualitative research is used in account planning depends on the culture of the agency, not the country.
My U.K. Plan
Fun Fact! Account planning was developed in the mid-1960s and can be traced to the U.K. offices of two advertising – J Walter Thompson and BMP.
BMP is now known as DDB. One of there branch offices, adam&eveDDB, is not too far from where I will be staying. Needless to say, this will be my first interview stop in London because this was part of the agency that account planning originated from. I also aim to interview a strategist from Mother and (hopefully) a research specialist who will be able to give me insights on how/if the British culture affects their research!
Until then – cheers!
My my key findings from the past four months:
For my area of expertise I chose to compare the use of audience analysis and research in the U.S. versus the U.K.
I quickly realized that was too broad of a topic, so I narrowed my approach by focusing on the use of qualitative research in account planning. I aimed to discover how and if different cultures affect the research in account planning.
From reading Using Qualitative Research in Advertising, by Margaret A. Morrison, Eric Haley, Kim B. Sheehan and Ronald E. Taylor, I learned qualitative research provides account planners "the opportunity for intimate consumer contact in a less structured environment and allows for insight into the more emotional aspects of a brand" (8). Account planning also "captures the concept that research is more than statistics; it recognizes the 'complexity of humans and their emotional attachment to products and that this understanding can be translated into effective campaigns extending far beyond agencies'" (Morrison and Haley, 2006, quoted in Morrison, Haley, et al. 145).
Account planners use qualitative research to:
- Explore brand values, attitudes and behaviors
- Enhance our understanding of the target audience
- Uncover motives
- Provide insight and direction to creative
- Develop the strategy and the creative brief
- Help bring the work to life via verbatim quotes
I learned that some agencies are open to innovative research, such as storytelling, while others prefer to use traditional research, such as focus groups.
From my interview with Sue Stabe, who has had over 15 years of research experience, I learned U.S. agencies, such as Adcom, are often more open to non-traditional methods of qualitative research for a couple of reasons. Often the clients that agencies do research for don’t have a traditional research vendor so they are looking for something outside the box.
Through my U.S. research and interviews conducted, I found that many people in the U.S. are open to participating in research studies for various reasons, some being: they enjoy having their opinions heard and they get paid for their time.
I viewed my interview with Phil Johnston, who has worked a lot with international companies, to be a “sneak peek” for what I can expect from my U.K. interviews. During this interview Phil told me the way qualitative research is used in account planning depends on the culture of the agency, not the country.
My U.K. Plan
Fun Fact! Account planning was developed in the mid-1960s and can be traced to the U.K. offices of two advertising – J Walter Thompson and BMP.
BMP is now known as DDB. One of there branch offices, adam&eveDDB, is not too far from where I will be staying. Needless to say, this will be my first interview stop in London because this was part of the agency that account planning originated from. I also aim to interview a strategist from Mother and (hopefully) a research specialist who will be able to give me insights on how/if the British culture affects their research!
Until then – cheers!