๐Ÿ’Ž 9 suggested research techniques for planners

Start Doing Research Differently

1. Don’t only talk to the consumer. Talk to someone who spends their life understanding the target. Wife, kids, boss, subordinate, neighbor, garbage man, probation officer
2. Send them a disposable camera and a one time brief
3. Get them to write something and word cloud it
4. Set up a video confessional booth
5. People love playing marketer. Give them your job
6. Think of the rote thing to do. Do the opposite
7. Get 10 smart people to write 10 Onion headlines for your brand or category
8. Go to their house as a forensic criminologist
9. Pitch ideas like this at your account people until you give them one that makes them think you’re insane. Then do that one

Excerpt from: Strategy Scrapbook by Alex Morris

๐Ÿ’Ž Checklist for evaluating creative strategy (11 steps)

Checklist for evaluating creative

1. Come prepared
2. Expect to be surprised maybe even made a little nervous
3. React to the idea as a whole
4. Add what’s important and incremental
5. Make sure it’s on strategy, not on checklist
6. If it doesn’t connect emotionally, it doesn’t connect
7. Remember what the work is trying to accomplish
8. Don’t just talk about what’s not working for you
9. See problems? Don’t offer solutions, explain the problem
10. Remember you don’t have to find something wrong
11. A creative idea needs creative direction not group cons

Excerpt from: Strategy Scrapbook by Alex Morris