The Unvarnished Truth About Clean Dishes
Published in Nov-Dec 2022
Hey Reader,
The story of clean dishes is a sparkly way of talking about the importance of research before conceptualising. The impact of ideas is lauded in our business, but often what makes an idea great can feel like a rogue train you are trying to steer. Does a great idea just feel great, and a better question is, is that enough? Does it solve a business problem? Does it have the potential to go on for years? All are valid questions. An easy way to evaluate how far you can take your idea is to make your research applicable from the get-go, and spend time on the human experience and the stories the research can uncover. Get earnest and real with what you hear.
Back to my favourite, clean dishes.
Yeah, clean dishes are great. You take a peek at your reflection and there is that little smirk. The grease is off, and the flash in the pan is nothing but a clear, clean drop of water. Squeaky. Sparkly. About 10 other adjectives may come to mind, and that is a good sign. A company, an ad agency and, in likelihood, a testing service, gave a lot of money for this moment of cleaner-thanclean dishes. At this moment, is embedded an insight – a dishwashing liquid that cleans even what you can’t see.
Reader, this opening is of a challenger brand which shall remain unnamed, and there is a truth finder that leads to this moment in the dishwashing story.
Research. What is it anyway? In its simplest form, is it a question you ask a consumer in a store out of sheer curiosity? Or, could it be something you ask the decision-maker at home? The strategist in your agency will likely call it behavioural science – a journey to understand how people think in every pitch and project.
Research. A simple approach to tell them what you tell them, then tell them what you tell them again.
Research gets you there the quickest when you spend time pondering and writing. Removing biases, finding the right way to pose a question and spending time finding the texture in the responses. It truly pays off to trust this process.
Here’s a quick tip. If you want to learn where your brand ranks in terms of premium, would you ask “do you think this brand is a premium one” in a survey? Take a moment to be unassuming. Don’t prime “premium” in relation to your desired answer. It creates bias and invalidates your learning. Instead, try “rank these brands in order of premiumness”. The lack of bias and thoughtfulness in the research design will lead to a much better stronger sell. The moment of insight from research, no matter the method, mostly leads to ground-breaking work; the kind of work that creates decades of refreshing work and even better profits.
Here are a few stories that led to such work through this approach to inspire you:
Truth Teller Story 1:
Of Sweet Breaks
Remember the last time you
were bored, overworked or
busy? We all had at least one
of those moments in the past
week. A plain and painful
moment when you cannot think
of anything besides the slow
passage of time. A chocolate
bar brand listened to people
who wanted to talk about those
moments. Just listened and
watched through a one-way
glass mirror (read: focus groups)
until the small red-wrapped
chocolate bar with ridges came
through – a truth-telling moment.
What this means: Listen deeply.
Action comes second.
Truth Teller Story 2:
Of De-Nerding Tech
Where did the word nerd come
from? Maybe from people who
liked doing one thing a little too
much? Maybe from people who
preferred to study technology,
while the others didn’t quite
enjoy it as much? Technology,
science, and the era of Web
2.0, as we live through the
emergence of AI – and still
thinking differently continues
to be the undoing of the nerd.
Notice how again, no branded
identity was named but when
anyone throws the words
“think different” out there, you
think of a fruit-shaped logo. A
technology business turned into
a lifestyle choice. Research,
dear reader, revealed that too
much of one thing didn’t create
a nerd – it created room for
something different. A hammer
through a television screen
– in a commercial on most
American television screens –
created one the most profitable
businesses today. What this
means: Comfort is an enemy
of progress. When it’s time to
refresh your story, go ahead
and create action.
Truth Teller Story 3:
Of Great Dirt
In the third story, reader, let’s go
down the journey of dirt. Did that
ring a bell just yet? The stories
that stirred smiles and cries
from being about dirt alone. The
moments shared in finding and
immersing in dirt. The moments
of saving face and finally being
free of that emotion-stirring dirt.
The relationships that rekindled
magic – all from dirt. Yes, I think
we made it to the moment of
realisation. What this means:
When in doubt, go back to the
source. In this case – your good
old consumer.
Truth Teller Story 4:
Toyota Sienna’s Swagger Wagon
You will notice a brand name here
– Toyota’s Sienna isn’t a Pakistaniselling model, but offers a stellar
insight that went on to make awardwinning work in the mid-2000s.
Minivans have long had a bad rap
for a stale status quo representing
a choice of car for growing families.
This wasn’t how these families
(the target audience), viewed
themselves. A combination of selfimage and aspiration (buzzwords
often heard in client presentations)
the Swagger Wagon is a
repeatable idea that goes beyond
just one ad (search ‘Toyota Sienna
Swagger Wagon’). What this
means: Find a brand role within the
context of your consumers’ lives.
Then make it cool.
You knew from the moment of truth which brand is telling each story, even in the stories without brand names. Research creates the power to identify those moments and get decisionmakers to rally behind them. Wellwritten, unassuming research questions and quality qualitative methods can glean that texture, such as the insightful truths in these three stories.
In a nutshell – be unassuming. Remove bias. Think of the desired answer. We should talk more if you want more of this story.
Sincerely, A Researcher Who Writes.
Sarah Fahim is a senior strategic tech researcher. sara.fahim14@gmail.com
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