What do you do when you really need to understand something? You need to think. Off the cuff, off the top of your head gut instinct is not going to work if you have a complex problem to solve. One great way to do that is to take the thinking frameworks created by people (like us) who have solved similar problems before. The framework summarises a wealth of experience into a system of thinking that can be easily followed. This is not short-cut thinking; it is it taking advantage of the thinking that others have done.
It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.
Many clients still use focus groups, because that is how they have always tested advertising.
I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.