Stimulus needs to look really good!

For years I’ve struggled with respondents reacting to the way an idea looks rather than the idea itself. I’ve implored them – don’t worry about how it looks, it’s your reaction to the idea I want. But still they insist on reacting to its form as well as its content. Now I get it. We aren’t wired to separate the two. Form is content. So I’m making sure my stimulus looks as good as possible.

This week I’m setting up a financial project. Harp (HB Studios) is designing a leaflet for me on a new healthcare proposition, and I’m shooting an ‘interview’ with a financial advisor about the product too.

I’m trying to get the stimulus as close to marketing material as I can, not because I want to test the marketing approach, but because I need to test the idea.

Finally, I’ve realised…if you want to get better insight into new ideas, you need to fake it to make it!