Having graduated with a Bachelor of Applied Science and worked in medical research at the Royal Children’s Hospital in Melbourne for six years, I was well trained and grilled in The Scientific Method.
The scientific method is the best way yet discovered for winnowing the truth from lies and delusion. The simple version looks something like this:
1. Observe some aspect of the universe/process/environment.
2. Invent a tentative description, called a hypothesis, that is consistent with what you have observed.
3. Use the hypothesis to make predictions.
4. Test those predictions by experiments or further observations and modify the hypothesis in the light of your results.
5. Repeat steps 3 and 4 until there are no discrepancies between theory and experiment and/or observation.
When consistency is obtained the hypothesis becomes a theory and provides a coherent set of propositions which explain a class of phenomena. A theory is then a framework within which observations are explained and predictions are made.
The Scientific Method is core to the P3 role in measuring and improving efficiency in the marketing and advertising process.
Because while I agree with Bill Bernbach that “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art” I also agree with sociologist and media commentator Leo Bogart that “Advertisements may be evaluated scientifically; they cannot be created scientifically.”
That’s why our role at P3 is to provide knowledge, information and advice on the process and not the creative concept. It is the advertiser who is paying for the concept to decide if this is the right concept for their business / problem / opportunity.
Author: Darren Woolley