Turncoat Politics

Witness The Way We Live

When I worked at TEG I met Chip Rees because he was doing some brand research projects.  I don’t know if we ever worked together, but we had chatted about him doing some honest investigation into certain market segments.  I think that everyone acknowledges that focus groups are a big joke, and these mini-documentaries that uncover issues, and touch points close to the hearts of individuals who represent archetypes within the marketplace are pretty great.

If we are going to do research, it should at least be engaging as the ultimate product we want to create, right?