With designs on changing minds

The story on npd, “Boxing clever” (MW January 20), says “Designers are united in a plea for more rigorously defined and executed research.” It quotes Mark Wickens as saying “Most designers hate research because they think it screws up their pack designs.”

If designers took a more positive attitude towards research they would realise it provides a valuable contribution to progressive design development.

Furthermore, they could become more influential in formulating the type of information that is required to successfully establish a mood of change for npd. Updated interpretations would not only stimulate interest but also challenge the bastion of over-familiarity.

This will not happen unless marketing, design and resear-chers have a change of attitude. If money is spent on research, why not use it and establish the degree of change that consumers would accept in making retailing more interesting.

Peter McNeil

McNeil & Robinson

London WC1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here