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I ate a margarita and drank a Pacifico for lunch.
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You mean the research that bastardizes the scientific method with multiple unchecked variables, groups laden with leading questions and data that you could manipulate to say whatever you want? At least in the end we’ve made everything too bland to be offensive and dumb enough to cater to the lowest common denominator.
I truly feel for strategists who care and end up stuck in your position.
I hate most of what clients consider research as it’s just death by a thousand cuts. I feel like these days clients just want creative testing, not real insight research to learn about their consumers or category. And it is soul-sucking. I’m not against making the work better but this isn’t the way.
Thanks ACD1. It’s just maddening. For the clients I actually like I want to save them from themselves and the ones I don’t, I want to save the agency from.
No one actually like an ad that was pieced together by research. But it gets pushed through because then they can say they researched it.
@ACD1 nailed it.
Nothin like benchmarking against pre-internet metrics
Pre-internet metrics are just as bogus the metrics of today.
Amen