Information graphics can be a gift and a curse. They can look absolutely amazing but they can also be saying nothing. One of the fundamental rules of advertising is to appeal to the emotion of consumers in order to get them to invest in your brand. And brand personality remains key to achieving this. David Ogilvy said
“The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit”
The biggest misconception about research is that “Data is boring. Information is interesting”. But we tend to forget that data informs research of which we create information. Beyond incorrectly viewing data in its own standing, a 21st century multidisciplinary society requires data to have a multidisciplinary interpretation. With media monitoring organizations, as the gate keepers of media data, it is your responsibility to deliver your combination of data, research and information in an approach that has character and “defined personality”.
In that, lies the secrets of consumers treasuring data’s uniqueness and critical importance. Data is only boring if we allow it to be. Data is only boring if we do not emerse ourselves in it and obsess on creative and innovative resolutions to unlock its hidden golden threads. Dutch Innovator Daane Roosegaarde looked at the outdated “modern” high-way systems as an underutilized playground for innovation, media data and information creates the playground that can inform brands to create information. Lets not give up the fight. Lets give data and research character! Make Data Fun! Its our responsibility
That’s our piece and tell them you heard it from Simphiwe Xulu aka @Mr_MediaX on Twitter.