Research Envy

Written June 4

Starcom MediaVest just completed a year-long, $500,000, world-wide research study on how media buys and ad messages influence consumer intentions to buy their products.

OK, so I have some research envy. It would be great to have that kind of money to piss away on research that tells us what we already know but is still impressive because it's so damn massive in scope.

Wow...here's a really breakthrough insight: for certain products it is imperative to get on the "shopping list" before a consumer goes to a retail outlet.

Here's another: For high ticket items, the goal might be to simply get a consumer to go on-line to a brand's web-site to seek more information.

This is what they got for $500,000?? I would have given them the same insights for a fraction of that amount. But, alas, they are Starcom MediaVest and $500,000 will get them through lots of doors even though the research probably reveals nothing of great importance.

Let me know if you have any insights on this topic.