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do we need research to justify everything?

Two articles were placed in my mailbox recently. The first was called, “Emotional Advertising is More Effective Than Rational Appeals.” The second, “Emotions Will Unlock Your Wallet, Study Finds.” This is new news?

The first article was put out by the 4A’s and was a fairly serious bit of research with more than a dozen citation references. The latter was an article that appeared in the Kansas City Star, and was based on a larger article that will appear in the August 2010 edition of Journal of Consumer Research. Interestingly, both validate what every reputable ad-person already knows: that logic will never win someone’s heart. But emotion, used logically, will. This has been the one indelible truth behind effective advertising since advertising became, well, effective so many moons ago.

I’m not slamming research, mind you. I’m all for the power of research and how it can inform the creation of a more effective ad. I’ve been in countless situations where good, actionable research absolutely made the creative effort better. But I’ve also been in countless situations where the research told us exactly what we already knew, and did almost nothing to inform a more compelling creative execution. So where’s the fine line?

There isn’t one. Because in today’s economy, all of our ideas need to be backed up by research – even if that research doesn’t really help the creative process. Why? Because with tighter ad spending, most clients will no longer buy an idea based solely on the perceived strength of an intangible, which an idea is. They need research to validate the idea.

Yet even with research, all purchases remain emotional. Even for things we need rather than want, some kind of emotional trigger invariably makes us choose product A over product B. As George Lois, one of advertising’s giants, correctly stated, “…advertising is an art that springs from intuition, from instinct and above all, from talent.” Emotional attributes that, when used properly, also create emotional responses in consumers.

So if research is required to validate our emotional triggers, bring it on. Because research will help sell and defend the creative better than an opinion will. Which means I’ve answered the question that the title of this missive asks (insert compelling music sting or laugh track here).

2 responses to “do we need research to justify everything?”

1. Mikki said on 03.31.10 at 9:59 am:

   Out of all the so called “Big Dawgs” in advertising it seems like you get it…..”Yet even with research, all purchases remain emotional”…..Simple yet profound…We’re in the Consumer Reconstruction Era, I get it…but the fact is that emotions trump devotion and you don’t need a team to statistically over-analyze why and when will they spend…..In any and every economic climate its all about conveying the need at that particular time……believe it or not there are eskimos with snorkels and boogie boards preparing for Global Warming…..

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