top of page

Writer's pictureShruti Thacker

What is the right procedure for advertisement research?

Piyush Pandey's excerpt article in the Mint from his new book ‘Pandeymonium’ is controversially headlined: ‘Most research in advertising is stupid’. In his article, he defends his position, stating that he supports research but has issues with its procedures.


Advertising people who ignore research are indeed as dangerous as generals who ignore decodes of enemy signals at the LOC. And we at Motley, couldn't agree more. Hence, we devised a rather traditional yet effective approach towards researching about Ahmedabad for a yet another exciting project at hand. We spoke and listened to its people.


Understanding a city goes beyond its physical structures; it lies in the narratives woven by its people. Our process began with meticulous base research, delving into the city's online landscape, and framing questions that dig deep into its cultural tapestry. This initial step allowed us to craft thought-provoking questions that form the foundation of our exploration.


To draw in participants and truly connect with the vibrant community, we went a step further by offering 2 free movie tickets with an attractive post on social media channels and industry networks. Through this, we gained not only detailed insights about the city, but also a unique perspective on the Ahmedabad's psyche - a community that thrives on engagement and shared experiences.


As we moved forward, the journey became more intimate. Scheduling exclusive Zoom meetings with shortlisted participants over the span of 3 days, each session lasting an hour, provided us with a first-hand exploration of Aapnu Amdavad. The immersive conversations unravelled the city's hotspots and revealed personal insights from its residents. It's not just a process; it's a dynamic experience that brought us closer to the beating heart of Ahmedabad.

0 views0 comments

Recent Posts

See All

Comments


bottom of page