Open ended questions: Harbingers of truth
Recently the Ad Club of Kansas City sent out a questionnaire to its members. The purpose was to try to gain some insight into perception of the club so that a rebranding effort could get underway.
The questions ran along the lines of, “If the Ad Club were a sandwich, what kind would it be?” The questions, while fun to answer, left me wondering exactly how the rebranding team could gain any meaningful insight from many of the questions. Furthermore, with the potential of over 600 responses, it seems like the possibility of forming these surely esoteric answers into a unified idea is next to nil. I certainly wish the branding team luck, because I don’t think I could make a creative brief based off these questions.
There was one question that I particularly enjoyed answering, however. The question was, “What three words would you never use to describe the Ad Club?” The answer was easy:
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