The data said the campaign succeeded. The behaviour says otherwise. So what was the campaign actually testing?

In Episode 3 of The Making, Abeiku takes on Part Four of Rules for the Marketing Communication Executive by Prof. Robert Ebo Hinson & Joel Nettey: Consumer Insight Development and Data Interpretation.

If you've ever watched a campaign hit every metric and still wonder why nothing changed, this one's for you.

📖 Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey — 0591343421

Watch Episode 1 and Episode 2 if you missed them.

Subscribe for the rest of the series.

Chapters:
0:00 – Why the first answer is never the insight
0:00 – Rule 33: The question behind the question
9:05 – Rule 39: Every campaign tests a hypothesis
11:12 – The promotion that worked every time and changed nothing
16:48 – Reframing failure as data
18:20 – Synthesis: ask deeper, then test what you find

MAD Conversations - Marketing. Advertising. Digital. Design. Ghana's commercial creativity - documented.

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