There is a big difference between a non-workable cliche and a work-able finding. The trick is knowing that difference.

For years market research has been known as the controversial lighthouse that shows the path for all brands. But the problem with research is that with the unveiling of every pearl, it also drags in a lot of dirt. For every workable insight / finding, the brand manager must go through a pile of bullshits. 

For example, after completing a million dollar research, the agency will come back and tell you following grand findings.

1. Today’s youth are tech savvy

2. Consumers are not trusting institutions and celebrities like they used to

3. People are switching channels during commercial hour more frequently.

Whats common with the above 3 finding is that they can pretty much be understood from common sense and absoluetly none of them will give you a real “WoW! I didnt know that” moment. If after a long, expensive and rigorous research, these are the findings that you are presented with, can you honestly challenge why research is proving to be more ineffective every passing day?

Let me state again. the trick is to find a breakthrough finding, a key insight, a beacon of light at the end of tunnel. Everything else is a cliche.