Salari to head BMP consumer lab after three years at JWT

By KAREN YATES, campaignlive.co.uk, Friday, 12 December 1997 12:00AM

BMP DDB has set up an observational consumer research unit that will be run by Siamack Salari, who has worked as an interactive specialist at J. Walter Thompson for the past three years.

BMP DDB has set up an observational consumer research unit that

will be run by Siamack Salari, who has worked as an interactive

specialist at J. Walter Thompson for the past three years.



Salari is best known for his role in the ITV documentary series, Shop

Til You Drop. He will report to Nigel Jones, BMP’s head of planning.



BMP Culture Lab plans to exploit advanced digital video recording and

editing capabilities to observe and analyse consumers in their ’natural

environments’. This technique will be used in a multitude of situations,

including observing shopping, media consumption and in-home behaviour,

to provide insights into consumer behaviour and attitudes.



Jones said: ’To stay ahead, we are continually re-examining what

planning offers. These days, consumers are marketing literate; they know

what we’re trying to do, so asking them what they think can be

misleading. To unlock real consumer insights, planners need to be

smarter and use a variety of more novel approaches.’



At JWT, Salari developed a consumer research technique called InSitu,

whereby unsuspecting shoppers are filmed in-store and then questioned

about their shopping decisions.



There had been similar observational projects, but none had followed up

this process with interviews.



InSitu’s first big project was carried out in September 1995 for the

Daily Telegraph on the day the Times was given away as part of

Microsoft’s Windows 95 launch.



The research came to the controversial conclusion that the give-away

might have backfired because non-Times buyers continued to purchase

their normal paper as well as picking up their free copy of the Times.



This article was first published on campaignlive.co.uk

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