Successful campaigns are built on big advertising ideas that have the power to be used across channels, over time and even across countries.
Of course you want to have a winning idea behind your campaign — but how do you know if you have one? What separates a truly powerful idea from one that is ordinary? How do you recognize a big idea or detect one with potential that could be developed?
Millward Brown's IDeA solution consists of three modular, integrated qualitative and quantitative stages that help you bring your message to life: qualitative inspiration and development unlocks big thinking and quantitative assessment validates and inspires future communications. IDeA taps the consumer throughout, is media neutral, consistent yet
flexible and nurtures ideas using qualitative techniques before
assessing them through quantitative research. The process ensures the idea is strong and increases the likelihood that final ads retain and exploit the initial creative elements that made the idea good from the start.
Which Stages of IDeA Research are Relevant for Me?
We understand that client needs vary — and that the early-stage development process is highly nuanced. We provide an adaptable yet comprehensive approach. Depending on your specific needs (and stage of idea development), you could do one, two or all three stages of research.
Learn more about Firefly Millward Brown and our global team of qualitative experts.