Agency people usually see things through magnifying glasses.
We spend our time and effort on details which only
agency people care, shall the photo be brighter or darker,
shall the typeface be bold or thin,
well, others don't really care.
Sometimes, we almost forget the most important things,
what's the message?
Are we delivering it clearly in an interesting way?
Going to focus group gives you a clear head.
After all, advertising is for consumers!
However, creativity is new idea which is usually
not easy to be accepted immediately.
If Mendel, father of modern genetics,
put the result of his study on pea plants to focus group,
the score must be disappointing.
Therefore, research result shouldn't be the result.
It's just a reference.
