NORTHERN PLANNER

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I like testing work

I don’t  really but I bet a got your attention.

I hate it. If you really know what problem you’re solving and you’re not kidding yourselves with the creative solution (it’s made for the audience not you) it all seems a bit pointless.

BUT – it can be used to your advantage.While lots of good work falls to crap moderation, good moderation can get it through. Clients can argue with YOU of course, but it’s hard to argue with their own customers smiling, nodding and loving your work.   

This kind of stuff really helps when you’re trying to build relationships with creatives Of course giving them good briefs and lots of fodder in the first place matters, but they’ll also love you if they think you’ll get their ideas through.

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2 responses to “I like testing work”

  1. Jason Lonsdale Avatar
    Jason Lonsdale

    I completely agree with you, but
    I hate testing, but I love doing consumer research in the interests of creative development. The rub is that client’s want dispassionate testing (read: not conducted by the agency planner). Once this research becomes part of the client’s internal decision-making process, I think planners need to be careful not to be seen as “the creatives friend”… tricky tricky.

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  2. Northern Planner Avatar
    Northern Planner

    Yes, a conundrum that one – I suppose you have to make sure you appear you’re on the side of the consumer, old fashioned I know, but I seems to help

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