NORTHERN PLANNER

On a more constructive note than the last post, it’s time to think about getting back to more planning basics. I’m promising this on the blog to make sure I actually have to do it….

In the next few weeks, I’m  going to get through as much about research as I can, then we’ll move on to other stuff.  It will go something like this…………

Using research:

1. The planning cycle -and where research and information fit in.
2. Using research and info to help you write effective creative briefs.
3. Using research to to HELP, not hinder creative development.
4. Monitoring advertising effect

Then we’ll go into specific tips on methodology:

1. Using research already in existence -desk research, TGI, retail and consumer audits.
2. Thoughts on quant sampling.
3. Qual or quant? How to decide.
4. Finding and choosing research agencies.
5. How research agencies work – and your respective roles.
6. Some pointers on making sense of quant research results.
7. Moderating focus groups
8. Using qual in creative development
9. Depths and ethnographic work

Then, after all that:

1. How to brief for integrated campaigns.
2. Writing great creative briefs
3. Your role in the creative process
4. Writing presentations
5. Brainstorming

That’s a lot to get through, but I think it’s valuable for poor buggers like me that either went on an APG course (and don’t forget much of this is gleanings from that stuff) or had to use the force. It’s designed to be basic starts, do not expect much else.