Bang goes my argument that adland should stop treating people like idiots.
Talking of idiots, have a look at this clip Age sent me …
And what is the valuable lesson these two examples demonstrate to all planners?
NEVER assume.
Yes that means you might have to do a bit more work … and yes that may result in you simply clarifying what you’ve always known … however trust me, that’s a million times better than going into something with all guns blazing only to find out the person you’re really shooting, is yourself. In the foot.
Oh, and another word of advice.
If you do end up finding out that nothing has changed interms of the masses attitude and/or behaviour … don’t make a big song and dance about it, because ‘normal people’ will simply look at you and go, “We already knew that you bloody idiot.”
Research companies and certain planners in multinational agencies, take note! 🙂