《The Brand Gap》的笔记-第154页
- 章节名：TAKE-HOME LESSONS: VALIDATE
- 页码：第154页 2014-05-06 22:17:10
VALIDATEThe standard communication model is an antique. Transform your brand communication from a monologue to a dialogue by getting feedback.Feedback, i.e. audience research, can inspire and validate innovation.Research has gotten an unfair rap from the creative community. Though bad research can be like looking at the road in a rearview mirror, good research can get brands out of reverse and onto the Autobahn.Use focus groups to FOCUS the research, not BE the research. Focus groups are particularly susceptible to the Hawthorne effect, which happens when people know they’re being tested.Quantitative research is antithetical to inspiration. For epiphanies that lead to breakthroughs, use qualitative research.Measure your company’s brand expressions for distinctiveness, relevance, memorability, extendibility, and depth.
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