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A client commented recently that I seem to share “a lot of information” with respondents rather than only accepting the limits of what they can initially interpret from a set of stimulus material. Agreed, and it’s all intentional. Certainly we begin with the open-ended exploration, but when we reach a dead end, we find a new route. When we step back and give respondents a glimpse of the big picture in the form of a package design’s objectives or a brand’s intentions, we escalate the insights.
Is it any different than the uppermost senior management sharing their five and ten-year vision with employees at all levels? At its best, it offers inspiration to move forward…something we should all strive to do daily.
As with most things, the more (information) we give, the more we receive. Respondents work even harder to find the right combination of elements once they have more context. They will discover solutions the brand team can then meld into a harmonious and meaningful message. This exchange of information is a powerful step in the right direction, out of the dark and into a promising future.
