Getting to the Right Question

On some projects, the objectives are clear and simple; but inevitably when you're dealing with bigger marketing issues, you end up questioning the question. Every project is run by a Director, all of whom have run hundreds of projects, allowing them to easily spot the projects which need a little more time upfront.

This initial phase can involve formal creative sessions, such as brainstorms, concept and proposition development, but sometimes it can involve 'just talking': for example meetings with key stakeholders. This phase can involve even more research or analysis:

• a review of previous research to 'know what we know'
• a statistical analysis of previous research, for example to draw out clusters or trends
• desk research, for example to size different segments
• small scale quant reserach, to frame the markets

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