I’ve always loved to maintain David Ogilvy’s age-old belief that, "The consumer is not a moron. She’s your wife." But spend a day sitting behind the two-way glass in a research focus group and you can quickly lose faith in Ogilvy’s words.

The worst point for an advertising creative to be invited to market research is once the ad has been made and is being tested. It’s like overhearing nasty schoolgirls talk about you in the locker room. It’s like asking your husband, "Does my bum look big in these jeans?" and he says, "Yes."

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, Morningstar financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00.