John Griffiths explains the concept behind 98% Pure Potato a book about the beginnings of account planning
In a new book which is still being crowdfunded, John Griffiths and Tracey Follows have gone back to interview the pioneers of account planning, an elite of clever strategists who used research to make advertising that produced a customer response.
A guide for young professionals
Market Research is a field I found myself being fascinated by after working in an advertising agency in London almost 5 years ago. Ever since, I’ve been wondering what is the main ingredient that makes it so interesting and alluring to me. And I have now found the answer; it’s a unique combination of art and science applied in the business world; that is the core beauty of the discipline, and one which I have followed for many years during my academic and professional career.
By Finn Raben & Laurent Flores
During my evolution and development as a working researcher, it was a fundamental requirement that when providing a client with research results, the findings be presented as possible actions (or solutions), in the context of the business challenge that prompted the research in the first place. This was considered good research practice!
Culture speaks to us of our identity, our relationships and our behaviours. It drives and shapes our needs and wants. Yet as researchers, we rarely bother to look into this cultural world: the place where brands and objects create and provide meaning to everyday life.