Research ∩ Inspiration
My original title was “Research vs. Inspiration” but that’s too antagonistic, like suits vs. creatives, or the academy vs. the new school. Instead, I picked the “intersection” symbol, so basically the title is “The intersection of research and inspiration.” Where they meet, and where they overlap is where I wish to dwell today. I was inspired to write this article by some general research I was doing in David Ogilvy’s book, “Ogilvy on Advertising.” So if any of these ideas don’t pan out- you can take it up with him. He’d probably tell you some young-punk-wannabe-ad-man butchered his words.
My previous articles discussed the creative process, and keeping our line of work fresh and fun. At first glance, research sounds like the bookish dark-side to colorful and creative work. In the book, Ogilvy extols the uses and virtues of research: He used it to convince a client that their idea for a visual did not have broad appeal (‘trout fishing’ came in last on an interest survey), it can help you decide which product or aspect of a product is most important to highlight. Research provides illumination of consumer preferences and product details - What is being sold? Who is it being sold to?
Surprisingly, Ogilvy goes on to quote a paragraph from a very detailed marketing research report, and confesses that it all sounds like “Double Dutch” to him. This celebrated figure in advertising both stands behind the value of research, and can sense when one is digging up information for information’s sake, or losing focus in an overabundance of facts. That was the happy-medium I’m always in search of. In Ogilvy’s view, research does not always come as an official report from an authoritative source. With the resources to commission whatever research he deemed necessary, Ogilvy still finds value in more informal research methods. Not every question requires a full statistical analysis, when perhaps asking a few people on the street or collected in a room will yield a general preference.
Let’s bring inspiration into this mix: After a long praise of research, Ogilvy offers this advice: “[Agencies] use research as a drunkard uses a lamppost - not for illumination but for support.” Research can provide support for concept choices, but its most important role is to light the way towards the most effective solution. I say “light the way” because research does not finish the job itself. You could produce an ad that is right in line with the best research, the most accurate data available, highlighting just the right feature - but your execution could be flat and unmoving. The creative challenge is to design a vehicle for that information. I am inclined to think that the best ideas rise to the top, and knowing more means having more techniques we can put into action. The way our workflow is structured: we don’t have a formal research department, and major research operations are not possible or necessary for every project. It wouldn’t surprise me, however, if there were meaningful research that could be done at the margins of a project, and in an on-going way within the context of one’s professional development.
Fun Thang:
This one’s both a trick and a treat: A webpage bursting with optical illusions!
http://www.michaelbach.de/ot/index.html
