The development of breakthrough, impactful advertising historically has
been considered one of the business world’s more mystical creative acts—a belief that
is protected and nurtured by many of the world’s leading agencies. Yet many of these
same agencies were early proponents of involving the consumer in the advertising
development process. Clearly, they recognized the contribution that consumer insight
could have on the ultimate effectiveness of advertising. The dynamic tension between
an overarching mystical creative or scientific-based research philosophy is resolved
differently at various advertising agencies. This chapter reviews the major types of
research frequently used to develop consumer insights during the advertising
development and evaluation process. The reader will develop an understanding of how
different approaches and classes of methodologies contribute to the end
communications deliverable and develop an appreciation for both the creative and
research-oriented schools of thought.
Keywords: Advertising research, consumer, model of advertising effect, rule
developing experimentation.
