The100: Brand cannibalization, choosing a project and James Bond

Time = Memory How is it that the days drag, yet the weeks pass faster than you can say “20 Fridays until Christmas”? Well, because it’s Quarantime, the explanation of which is surprisingly logical: The passage of time as it happens (days) will be slower because of the monotony of your environment. But the memory of …

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The100: Right answers, messy middles and 3rd order island

Research: using it properly His [Dave] Trott-ness tells the tale of the Indian Mongoose brought in to control the rats in Hawaii. He says it was the right answer to the wrong question: Properly used, research is about finding out things we never expected, things we didn’t know. Which is why Jon Steel says the …

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The100: Brand purpose, prediction addiction and back in the USSR

The benefits of foresight? Do predictions become self-fulfilling prophecies? Does this make predictions dangerous? Should we stop making predictions? Will I ever stop asking so many questions? (I hope not.) Stuart Ritchie has been unpacking Margaret Heffernan’s book on our addiction to prediction. Our fervent desire to know and chart the future – and our …

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The100: Questions, presentations and shampoo bottles

Most of the world doesn’t think like you Chaz Wigley, Chairman of BBH Asia, has listed 100 lessons learnt over his career. I love this. So many gems. Here are just a few: Don’t ever look down on your target audience. It doesn’t help you in your job and they have their reasons for their …

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The100: Impression amplifiers, space/s and Animal Crossing

McClaren | Global management consulting Why do companies and governments call on McKinsey when they could call on McClaren? So asks Rory Sutherland in a typically brilliant piece for the Spectator. “The reason is that both bureaucrats and businesspeople are heavily attracted to the illusion of certainty. Standard cost-cutting ‘efficiencies’ can usually be ‘proven’ to work in …

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Online retailers: if you can’t get me now, when will you?

In the past 6 weeks I have bought a load of things online including printer cartridges (for the kids’ schoolwork), a large picture frame, cheese (of course), wine (of course), coloured paper, postcards and some 6 packs of shoelaces.  All of which I would normally buy from the high street.  Thing is, whilst some of …

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The100: Pneuma, unknown unknowns and batty geniuses

Advertise or not to advertise There’s much debate about whether budgets should be cut. Do we market (research) our way out of this crisis or is everyone right to stop? Mark Ritson argues that the best marketers will be upping, not cutting, their budgets. Stopping advertising to save money is like stopping your watch to …

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The100: Search listening, strategy and Le Whopper

This is not a debate Marco Del Valle spent 30 days interviewing some of the best debaters to see how we could improve strategy. Many debaters use the HEEL structure for their arguments, which can also be applied to our own industry: Handle – Your idea in brief Explanation – The insights that support it Examples …

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Alternatives to face-to-face research

Alternatives to focus groups, in-depth interviews, in-home testing? Need to conduct face-to-face research? Are your plans for focus-groups, possibly in-depth interviews or in-person in-home testing having to be temporarily suspended? If so, what alternatives are open to you? (Independent quallie? Read this first…) Alternatives to physically being there It’s the same issue faced by businesses, …

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