This paper attempts to show the role research is capable of playing in the process of advertising development - once the brand proposition and positioning have been firmed up. It presents a basic model for research in the advertising development process and explains the kinds of objectives research should be designed to meet at each stage, and the kinds of materials that may be used. The paper illustrates each stage with examples. A second, and subsidiary part, of the paper is the issue of gratuity bias in this market. Some thoughts about coping with this phenomenon are put forward as high top box results make interpretation of research results, including advertising pre- tests rather difficult to judge.