I got caught up in a thread the other day with an insight company (WPP Group's 'Added Value' - "with 21 locations worldwide") hired by the Ford Motor Company whose findings indicated that images of crumpled Ford F-150 pickups in ads caused consumers emotional "anxiety." NO SHIT! So do images of jerks with green teeth and Appalachian accents kicking little dogs, hillbilly's having anal sex, children being abused and corporate chefs cooking up processed concoctions sold in the shelf stable portions of grocery stores. You actually have to pay someone to know this shit?! THIS is not "INSIGHT." It is 'trivial pursuit' by an industry whose leading executives confirm that despite solid balance sheets and healthy bottom lines they don't know where their growth will come from. No wonder FORD, CHRYSLER and GM hemmorage money and squander opportunities to bolster consumer perception while the ad industry comes under such heavy fire.
Thursday, November 29, 2007
Jonesing For Insight
I got caught up in a thread the other day with an insight company (WPP Group's 'Added Value' - "with 21 locations worldwide") hired by the Ford Motor Company whose findings indicated that images of crumpled Ford F-150 pickups in ads caused consumers emotional "anxiety." NO SHIT! So do images of jerks with green teeth and Appalachian accents kicking little dogs, hillbilly's having anal sex, children being abused and corporate chefs cooking up processed concoctions sold in the shelf stable portions of grocery stores. You actually have to pay someone to know this shit?! THIS is not "INSIGHT." It is 'trivial pursuit' by an industry whose leading executives confirm that despite solid balance sheets and healthy bottom lines they don't know where their growth will come from. No wonder FORD, CHRYSLER and GM hemmorage money and squander opportunities to bolster consumer perception while the ad industry comes under such heavy fire.
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