Well this one will get me in trouble with the research folks at my place, but research in and of itself is not the end all be all. Why? Because it’s static. It is information but it misses one key element in the process of creating a marketing plan.

Research misses instinct! Most of us in this business have used research for many years, myself included. I admit it can be an invaluable tool, but it can also create blinders in agencies and in clients. We view research as a reason to do something, or better yet, not to do something. We use it as an excuse.

What we as an industry need to get back to (at least during the development of a marketing plan) is our instinct. Yes, I can see you 20- and 30-something’s rolling your eyes thinking that the old guy has lost it again. The truth is–I most likely have forgotten more about marketing than most of you know. I don’t mean for that to be hurtful but today’s new folks tend to think it’s matrix this and matrix that. For many years we used our gut to make some hard decision for clients and it worked far more than it failed.

We need to not get away from the human element of this business. When trained well, we can have the instincts, the gut feelings, whatever you want to call them. Do not discount your feelings. Embrace them, they may save you a client–or better yet, get you one.

This entry was posted on Monday, February 25th, 2008 at 10:06 am and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.