Comments on: Wind Tunnel Marketing, The Sequel: On the Need for Divergent Insight http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight Marketing Skunkworks - new models around technology, entertainment and brands Tue, 07 Feb 2012 15:10:04 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Biana http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-10602 Biana Sat, 16 Jul 2011 16:01:45 +0000 http://bbh-labs.com/?p=5173#comment-10602 Yo, that's what's up trhutulfly. Yo, that’s what’s up trhutulfly.

]]> By: farley http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-5182 farley Wed, 17 Nov 2010 15:49:13 +0000 http://bbh-labs.com/?p=5173#comment-5182 This is fine philosophizing fellows. The reality is, a lot of planners are mere cogs in the research factory machine. Our hands our bound by LINK tests and Intrest-o-meter results. Thanks to WPP and Omnicom contracts, research "partnerships" like this are not going away anytime soon. Until then, we are stuck with the Millward Browns of the world. This is the real problem, perhaps one only the CIA can fix. This is fine philosophizing fellows. The reality is, a lot of planners are mere cogs in the research factory machine. Our hands our bound by LINK tests and Intrest-o-meter results. Thanks to WPP and Omnicom contracts, research “partnerships” like this are not going away anytime soon. Until then, we are stuck with the Millward Browns of the world.

This is the real problem, perhaps one only the CIA can fix.

]]> By: Samantha Gomez http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-3394 Samantha Gomez Thu, 10 Jun 2010 14:49:34 +0000 http://bbh-labs.com/?p=5173#comment-3394 I am totally with you on this and this comes from a "consumer insight" agency. The problem particularly in Asia, is rife. Little point in pointing the finger and trying to identify why - I think I'd say partly agency's (research) in not challenging a brief enough, but as someone pointed out earlier it's that balance between winning business and putting out the 'best' work; partly client's in terms of being risk averse and believing more in process than results and the desire to validate thinking rather than inspire. As a research agency we are often asked for THE insight, but we would argue that there isn't just ONE insight, but multiple insights and it's where those insights collide that you get the real meat for unlocking new ideas - and this is what we define as 'inspiration for action'. This always means looking at a problem from multiple points of view and borrowing from different disciplines that can open up thinking rather than close it within the walls of the focus group room. (Plus a healthy dose of common sense). This is not to diminish the role of consumer research, but we believe that research should ALWAYS go beyond the consumer and would never consider ourselves to be consumer mouthpieces. Sadly we are, on occasion, always asked that dreaded question of "did the consumer say that"...well no, not always - hey you don't pay a psychologist to tell you what the patient said, you get them to diagnose and treat. Well why wouldn't you pay a research company to do the same. If all we were there to do was deliver consumer response there would be no point - just come view the groups. Good research isn't about 'research' it's about thinking using whatever tools and approaches are appropriate to deliver a sense of direction. I am totally with you on this and this comes from a “consumer insight” agency.

The problem particularly in Asia, is rife. Little point in pointing the finger and trying to identify why – I think I’d say partly agency’s (research) in not challenging a brief enough, but as someone pointed out earlier it’s that balance between winning business and putting out the ‘best’ work; partly client’s in terms of being risk averse and believing more in process than results and the desire to validate thinking rather than inspire.

As a research agency we are often asked for THE insight, but we would argue that there isn’t just ONE insight, but multiple insights and it’s where those insights collide that you get the real meat for unlocking new ideas – and this is what we define as ‘inspiration for action’.

This always means looking at a problem from multiple points of view and borrowing from different disciplines that can open up thinking rather than close it within the walls of the focus group room. (Plus a healthy dose of common sense).

This is not to diminish the role of consumer research, but we believe that research should ALWAYS go beyond the consumer and would never consider ourselves to be consumer mouthpieces. Sadly we are, on occasion, always asked that dreaded question of “did the consumer say that”…well no, not always – hey you don’t pay a psychologist to tell you what the patient said, you get them to diagnose and treat. Well why wouldn’t you pay a research company to do the same. If all we were there to do was deliver consumer response there would be no point – just come view the groups.

Good research isn’t about ‘research’ it’s about thinking using whatever tools and approaches are appropriate to deliver a sense of direction.

]]> By: Tim Geoghegan http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-3376 Tim Geoghegan Wed, 09 Jun 2010 19:13:25 +0000 http://bbh-labs.com/?p=5173#comment-3376 Isn't all of this just the essence of creative thinking? And the best creative thinking is what stands out? What's changed? Isn’t all of this just the essence of creative thinking? And the best creative thinking is what stands out?

What’s changed?

]]> By: Charles Wigley http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-3351 Charles Wigley Mon, 07 Jun 2010 15:00:50 +0000 http://bbh-labs.com/?p=5173#comment-3351 Juan Let us know when you've worked it out. It could certainly be useful ! Maybe there are some psychologists out there who could chuck in their thoughts on this .... Charles Juan

Let us know when you’ve worked it out. It could certainly be useful ! Maybe there are some psychologists out there who could chuck in their thoughts on this ….
Charles

]]> By: Juan Carlos Tapia http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-3339 Juan Carlos Tapia Sat, 05 Jun 2010 20:42:39 +0000 http://bbh-labs.com/?p=5173#comment-3339 Yes Rick. Lovely idea. But as Faris mentioned, at some point they will become us. i started thinking, how can we stop being who we are and become the consumer we were and then back to who we are ? how can we genuinely be both ? Yes Rick. Lovely idea. But as Faris mentioned, at some point they will become us.
i started thinking, how can we stop being who we are and become the consumer we were and then back to who we are ? how can we genuinely be both ?

]]> By: Edward Boches http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-3203 Edward Boches Thu, 03 Jun 2010 01:24:31 +0000 http://bbh-labs.com/?p=5173#comment-3203 I think you mean over estimate. Thanks for the idea. We do something similar, but not quite as disciplined. Sort of Tim Brown like. Good stuff. I think you mean over estimate. Thanks for the idea. We do something similar, but not quite as disciplined. Sort of Tim Brown like. Good stuff.

]]> By: Planner Reads » Blog Archive » How the CIA define problems & plan solutions: The Phoenix Checklist http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-3190 Planner Reads » Blog Archive » How the CIA define problems & plan solutions: The Phoenix Checklist Tue, 01 Jun 2010 05:20:24 +0000 http://bbh-labs.com/?p=5173#comment-3190 [...] a recent BBH Labs post (Wind Tunnel Marketing, The Sequel: On the Need for Divergent Insight) that talked about the need for divergent thinking and stimulus in approaching problem solving [...] [...] a recent BBH Labs post (Wind Tunnel Marketing, The Sequel: On the Need for Divergent Insight) that talked about the need for divergent thinking and stimulus in approaching problem solving [...]

]]> By: Charles Wigley http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-3182 Charles Wigley Mon, 31 May 2010 04:14:35 +0000 http://bbh-labs.com/?p=5173#comment-3182 A lot of fair points here Jeremy - especially re : customer service...... A lot of fair points here Jeremy – especially re : customer service……

]]> By: Charles Wigley http://bbh-labs.com/wind-tunnel-marketing-the-sequel-on-the-need-for-divergent-insight/comment-page-1#comment-3181 Charles Wigley Mon, 31 May 2010 04:12:36 +0000 http://bbh-labs.com/?p=5173#comment-3181 Interesting thought John. Some years ago we worked with a researcher who got people to 'dream' what they thought the future would be like and then draw it. It certainly made for a more stimuluating sort of de-brief. Interesting thought John.

Some years ago we worked with a researcher who got people to ‘dream’ what they thought the future would be like and then draw it.

It certainly made for a more stimuluating sort of de-brief.

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