The Royal Society of Account Planning

Sunday, July 5, 2009

Force the government to contact you as soon as new numbers are available!

If you are a US marketer and are not already on the US Department of Labor's email mailing list, click here, sign up and always be the first to know when key numbers change!
http://www.dol.gov/index.htm#stats

Thursday, July 2, 2009

MRS (Market Research Society) Code of Practice principles

In "What is Account Planning" The official Account Planning Group's document that defines the field written by Merry Baskin in 2007. Mary writes,

"We believe quite strongly that market research craft skills (and adherence to MRS (Market Research Society) Code of Practice principles) are the backbone of the planner’s platform."

"If you can’t devise, conduct, analyse, report on and monitor surveys objectively, how can you possibly hope to judge their usefulness or commission them appropriately? The planner should never assume that the researcher is the sole expert. Elements of questionnaire design, the way a question is phrased, for example, can fundamentally affect the outcome of the study. Black box modeling techniques may be so much impressive theory but they can critically enhance or destroy projects. Planners need to be able to ignore, challenge or exploit such things from a perspective built on understanding or on at least something more solid than assertion and prejudice."

So, what is the MRS (Market Research Society)? And What are these Code of Practice principles?

About The Market Research Society

With members in more than 70 countries, The Market Research Society (MRS) is the world’s largest association serving all those with professional equity in provision or use of market, social and opinion research, and in business intelligence, market analysis, customer insight and consultancy. In consultation with its individual members and Company Partners, MRS supports best practice by setting and enforcing industry standards. The commitment to uphold the MRS Code of Conduct is supported by the Codeline service and a wide range of specialist guidelines. MRS contributes significantly to the enhancement of skills and knowledge by offering various qualifications and membership grades, as well as training and professional development resources.

How to Join The Market Research Society

Here's a link to a PDF with information about joining the MRS: About a MRS Membership

And here's a Link Directly to the membership page!:

http://www.mrs.org/s_mrs/join.asp?CID=10&DID=15

The Membership Options are:

	Regular Membership - $115
	Student Membership - $30
	Unemployed Membership - $30
	Retired Membership - $30

And here is a document that provides and
overview of MRS's Code of Practice principles.

MRS - Code of practice for conducting market research in town centres

Thursday, June 25, 2009

A classic planning story about creative brief writting: The Sistine Chapel Brief

This is a classic account planning story about brief writing written by Damian O'Malley. It first appeared in "How to Plan Advertising - the Blue Book", published by the APG, 1987 and exists now on www.accountplanning.net. Tweaking a few words and adding some pictures, Steven Stark has created a power point version. You can download that document here and also find it below: http://www.accountplanning.net/Central/Downloads/TheBrieffortheSistineChapel.ppt

And here at RSOAP we added some summary speech bubble's and just a bit more graphics to Stephen Stark's great presentation.
A Classic Example of How to Write Effective Creative Briefs

{R.S.O.A.P!}

The Brief for the Sistine Chapel
Written by Damian O'Malley, Interpreted by Steven Stark

When you have a proposition you should try to express it in a way that will propel your creative team towards a solution. Here is a story to help illustrate what this means. Everyone knows the frescoes that were painted on the ceiling of the Sistine Chapel by Michelangelo. They are among the greatest works of art of all time. You can imagine the briefs he might have been given for this work by his client, Pope Julius II, or the Pope’s account man, Cardinal Alidosi:

Brief #1: Please paint the ceiling.
There is no doubt that this is what Michelangelo was being asked to do, but this brief gives him no hints as to what the solution to the request might be. It leaves all the decisions and thinking to the artist before he can put paint to plaster.

Brief #2: Please paint the ceiling using red, green and yellow paint.
This brief is worse. Not only does it not tell him what to paint it gives him a number of restrictions without justification; restrictions which will inevitably prove irksome and which will distract him from his main task.

Brief #3: We’ve got terrible problems with cracks in the ceiling. Can you cover it up for us?
This is much worse. It still does not tell him what to do and it gives him irrelevant and depressing information that implies no one is interested in what he paints because it won’t be long before the ceiling falls in anyway. How much effort is he likely to put into it?

Brief #4: Please paint biblical scenes on the ceiling incorporating some or all of the following: God, Adam, angels, cupids, devils and saints.
Better: now they are beginning to give Michelangelo some direction. They have not given him the full picture yet (pardon the pun) but at least he knows the important elements. This is the sort of brief that most of us would have given. It contains everything the creative needs to know, but it does not go that one step beyond, towards an idea and a solution.

Here is the brief that Michelangelo was actually given:
Please paint our ceiling for the greater glory of God and as an inspiration and lesson to his people.
Michelangelo took this brief and painted frescoes which depicted the creation of the world, the fall, mankind’s degradation by sin, the divine wrath of the deluge and the preservation of Noah and his family. He knew what to do—and was inspired by the importance of the project. With direction like this he was free to devote his attention to executing the details of the brief in the best way he knew how.

Words are little bombs: the right ones can explode inside us, demanding an original and exciting solution instead of a mediocre, pedestrian one. Always work very, very hard to find the right proposition and then even harder to find the words which express it in the least ambiguous and most exciting way.