Abstract:

In the realm of advertising and communications, international research can be (and often is) criticized for only “skimming the surface” or taking the lowest common denominator when researching creative work – particularly when dealing with multi-country issues. This paper examines the role qualitative research played in guiding (over two phases) the creative development process for the European Central Bank’s launch campaign for the euro. Particular emphasis is placed on how research was used to ensure that appropriate feedback was an integral part of the campaign’s development, execution and evaluation in order to ensure a credible and relevant communications solution for all euro countries.