Commentary

Non-Inclusive Ad Testing: Real Culprit Behind Tone-Deaf Ads

“They should have done their market research before airing this ad.” This is a typical dig by market researchers on social media who lambast the creators of tone-deaf ads. While they may have a point, and their quip is entertaining, this ribbing is a trend that needs to stop in …

2 comments about "Non-Inclusive Ad Testing: Real Culprit Behind Tone-Deaf Ads".
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  1. Denise Kohnke from House United, January 14, 2020 at 9:25 a.m.

    NICELY SPOKEN.  I am an old white marketer who works closely with people of culture (of which there are many, inclusive of many who are white that live below the poverty line). As soon as you truly transition to the "get" and feel what they feel as a strategist/planner, it is HORRIFYING to be assaluted with both today's rational and emotional expressions. It is in no small measure why we are divided and distant to each other as a country. Another example of simple cost containment gone chillingly bad.

  2. Ronald Kurtz from American Affluence Research Center, January 15, 2020 at 7:46 p.m.

    It has been my experience that few marketers really appreciate the value of market research and understand when research should be done, how to do it, and how to analyze the results. This applies to all types of market research and not just ad tests. Some other research vendors agree. 

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