The timing of consumer research is critical.
For optimal benefit and usage, I believe that the research should come before the creative brief is written, not after in order to test the creative concept.
Arnold did post-concept testing of TBWA's infamous Apple spot. It actually won a pencil at the 2008 One Show.
Imagine if Apple did the research, and took the feedback:
Click here to watch the original Apple 1984 commercial.
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