So apt for the marketing/advertising/comms industry.
Which is based on perceptions, not reality. And behaviours, not demographics… which is why people REACT to communications, rather than always processing/understanding them.
I’m not out to damn the research industry, so don’t misinterpret my upcoming point… BUT, this is exactly why we need to delve into people’s behaviours and reactions to communications rather than asking them to tell us what ads mean to them. And why a communications world where we can interact with people is so much more interesting and exciting than one where we simply search out a message to tell people. At least, that’s what I think of when I watch this!