Research creates insights, not copy.
Marketing’s love affair with research often leads to a language that no one speaks and concepts that no one cares about. If you ask the wrong questions, it doesn’t matter what the answers are. Do you like clean rest rooms? Yes! Do you like cold soft drinks? Yes! Do we need research to tell us these things? No! Getting the right answers to the wrong questions doesn’t help you create good communication. Research should be used to find consumer insights, not confirm product attributes.