We should all be paying homage to insights that are extracted from marketing research because a carefully extracted insight can mold an entire campaign. And therefore:  research is king.

I’m not talking about the type of research that requires calculators, pocket protectors and a library card.  Research can be as simple as calling customers or going to a brick and mortar store/business to observe.

I recently finished a book called “Then We Set His Hair On Fire:  Insights and Accidents From a Hall of Fame Career in Advertising” by Phil Dusenberry.  Phil worked his way through the advertising ranks and became an executive at BBDO and, perhaps most famously, was the brainchild of the Pepsi Challenge campaign.   Come to think of it, he was probably most famous for pulling together that Pepsi commercial where Michael Jackson’s hair caught on fire.  Remember that? Epic fail.  That being said, he was the advertising equivalent of a five star general. 

One of the main points of Phil’s book was to drive home his formula for success in advertising: R.A.I.S.E. (Research Analyze Insight Strategy Execution) Simple yes, but true.  This is a man who has seen and done it all in advertising and came out on the other side to proclaim that research is king.  I think we should all take note.

It’s a necessary first step if you want a kick-ass campaign, and it saddens me when clients balk at the idea of conducting research.

I understand that budget, or lack thereof, is a driving factor, but I think research should be a shoo-in line item.  A big campaign without research could have you barking up the wrong tree with undesirable results.  It could turn into a complicated melee of low ROI and an angry boss.

You wouldn’t buy a house without doing a home inspection; you wouldn’t buy a car without doing some Kelly Bluebook-ing or taking it for a test drive. So why should a campaign be any different?

Basically, if you want an advertising campaign to be prince charming, and not the lowly court jester, you’ll pay homage to the king.