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as my old legendary boss used to say " if research worked, everything would be a hit". still true. thank god i've had very little to do with that bullshit in my career. i can't imagine dealing with it on a regular basis.but on the few occasions i have sat/slept through focus groups done PRIOR to creating ads, i've always had the same outraged reaction. and it's this. "How the hell can you (the marketers) abdicate decision-making to random people plucked from a shopping mall?!!" Isn't knowing what constitutes a good ad for your brand basic to having the job? it's just not that hard.
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