Tuesday, 20 January 2009

Planners in digital space

Are planners set to become method actors in the digital space? As research moves closer to the immediate, to smaller chunks of consumer analysis and interactive conversations with key audiences, will planners get deep under the skin of their 'studies'? Perhaps it is this kind of movement that will break or at least blur the lines of creative/strategy and help clients offer services that people really want and need. Take the great example of Kraft and their recent iPhone application. The iFood Assistant was deemed so useful by their target consumers, that they were willing to pay 99 cents for the advertisements. Well of course that was part of the package, but what they got in return for sitting through the ads were recipes and shopping lists that helped consumers make dinners faster, easier and more convenient.

How are you mirroring people?

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