Marketing Intelligence – The Synaxis Blog

It’s tempting to try to research your way into a strategy. But, as Andrea Fishman points out in a ClickZ article, research can be misleading. Unlike Andrea, I don’t think this is a problem with poor research. I think it’s a problem with all research. And the solution is not to get better at research. Instead, I suggest we try something else.

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Often those in the industry (graphic designers even!) think a designer’s job is to do that and only that—design. That is, the job is supposed to be to create a design that visually communicates the brand strategy and receive the “thumbs up” from the client. Check. Check out . . . well, not quite.
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