Finding a way to live tests products, services, and marketing communication ideas is the only reliable way of evaluating consumer response. Consumer.ology by Philip Graves

When the visual clutter of a category was reduced consumers were: 1.) Happy to spend longer in it. 2.) Found it easier to distinguish the products and the ones that were of potential interest to them. 3.) Could… Read More

Whether or not we wish to, we communicate our expectations to others, and they often respond by fulfilling those expectations. Subliminal: How Your Unconscious Mind Rules Your Behavior

Ultimately, what consumers believe influences their choices isn’t necessarily what does. Consumer.ology by Philip Graves

We need to stop interrupting what people are interested in and be what people are interested in. Advertising Concept Book (Second Edition) by Pete Barry citing Craig Davis

We don’t need totally new products so much as we need better and more relevant design for existing products that have otherwise already proven themselves. Brand Jam by Marc Gobé

When it comes to testing an idea there can be no substitute for live testing: trialing a concept in a real-life situation and observing what happens (from a suitably discreet distance) as a consequence. Consumer.ology by Philip Graves

It starts and ends with the concept. The success will depend on one thing: a good idea. The tendency is to fall into the style over substance trap, or execution over concept. Visual slickness might draw people in,… Read More

The more established and routine the behavior, the more likely it is to be dominated by unconscious drivers. Consumer.ology by Philip Graves

In response to the increasingly skeptical consumer who ‘doesn’t like being sold to,’ the traditional hard sell has gradually been joined by the soft sell. And now with interactive, one could almost call the approach a ‘self sell.’… Read More

The notion that risk can be mitigated by soliciting consumer opinion is so tempting that millions of pounds continue to be spent pursuing it; and yet it’s regularly reported that over 80% of new product launches fail. Consumer.ology by… Read More

Researching a product may uncover ‘hard facts,’ which is great. But sometimes you have to think around the product in order to come up with a unique idea or proposition. There’s no point having a unique proposition that… Read More

The one factor has been of more concern and made more of a difference to sales in any one period than anything else: The weather Consumer.ology by Philip Graves

When you truly believe in what you are doing, it shows. And it pays. Winners in life are those who are excited about where they’re going. (via thedailypozitive)

Arguably the hardest part of advertising is making the move from creating single execution one-shots to ideas that are big enough to work as a campaign, with numerous executions. Advertising Concept Book (Second Edition) by Pete Barry

Tests have shown that consumers are able to detect patterns and adapt our behavior well in advance of having conscious awareness of the calculations our unconscious has made. Consumer.ology by Philip Graves

The ‘list of thee’ tool is used in copy to great effect. e.g. the good, the bad, and the ugly. Three things gives the list a certain rhythm – two is too quick, and four is too long…. Read More

When the familiar design of the product has changed to deliver the news that the recipe has altered, the most likely reaction is to focus on what has been lost rather than what might be gained. Consumer.ology by Philip… Read More

Reductionism (fat-free advertising) is the practice of reducing the elements of an ad as far as possible, but to the point where the communication still works. The conflict lies in your desire to tell consumer as much as… Read More