If Monet worked in pharma
Well let's see before he could start painting he would have to spend time with market research to determine if the scene he planned to paint resonates with his target audience. Then they would take a picture of the scene and do some qualitative research to determine which one communicates the feeling behind the image more clearly. Now that Claude has gone through that he is ready to paint right? Not so fast...what size canvas should he use? Ooooops gotta go back and do some more market research to determine which size canvas has the right look and feel with our audience.
Well now after 3 or months of research Claude is ready to settle down and finally paint. He begins to paint the beautiful scene before him but as he is painting the manager who is funding the painting tells him that there is too much green and can we get some new talent to replace some of the colors. Well Claude is getting upset now and tells the manager that this is art but the manage says that research has consistently shown that people like pink in paintings so we need more pink.
The painting is completed and Claude finally shows it to the team upon which the market research person says "OK lets do some more qual to see if it talks to our audience". So the painting is shown to focus groups around the country and they give some input.."Hmmm one person says..I really like blue and there is no blue in the picture". A week later the DTC manager communicates to management that the research went well although there was a consensus that more blue is needed (she likes blue as well). So they send Claude back to the studio and tell him to add more blue.
Finally after months of touching up the painting
they are finally ready to show to millions of
people. The picture is aired on TV to huge crowds
and everyone likes it but after showing the
beautiful painting for a while IMS has shown that
the orders have not increased for Monet
paintings?
"Oh our objective was awareness of colored Monet
paintings not to sell any" the DTC manager states
. "If we want to sell them than I need more money
for a bigger painting on another TV special".
So Claude is informed that he has to go through
the whole process again and develop some more
paintings. Claude is naturally upset, "this is
art not science" upon which the DTC manager
responds.."hmmm interesting let's research that
in our next qual group" !