Research Engine

Watching a repeat of 1990 ad program Washes Whiter inspired me to write about an old favourite ad, and how it shows the benefits of good, well targeted and thought out research over rushed basic crap.

As many people know, I am always careful when looking at research, as it generally only tells us whats in the past; but hearing about how the Oxo family came about was a great example of getting it right.

Regardless of whether you liked the ads, they created a campaign that resonated with people and really kept a brand that was seeming old fashioned at the time in our minds.

They didn't research "do you like OXO, why do you like OXO, what would make you buy OXO?", they didn't try to make it seem funky or fashionable. No, they asked people about their lives, about how their kitchens worked, how their mealtimes went, and used this to put together something that truly reflected instead of hard selling or offering aspiration.

Now THATS how what I call good research.

Rational Irrationality

This may turn out rather rambled as im writing as I think (in hurry at end of lunch break!):

Brands are rational. Even the idea of desire is rationalised.
People are not rational.

Is this not a fundamental problem with how many ads are planned. Ok, maybe you buy your insurance based on a rational basis "which is cheapest with xxx cover"; but what about your drinks, your clothes, your car? Almost certainly not.

Only the most battle scarred parent chooses their car based on what is most rational for their needs. Most people have a half rational "I need to fit five people in and have a budget of £13k", half irrational choice "I liked this one when I tested it...why? I just did."

Its one of the reasons I am always sceptical about relying on research, because research is almost totally rational... but that moment when the customer goes to purchase the product they scored 5/5 for "I would like to buy" is likely to feature at least bout of irrational thought.

Maybe irrational is the wrong word. But I hope you get my point. When I walk into a shop and choose a drink, half the time I couldnt really tell you why I picked brand a/b/c. So you really shouldnt put too much faith into the reply I give when your brand survey asks me why I just bought it.