Keeping Austin Weird — Authentic Insight from Texas Creative
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Category:
Strategic Consulting | Trends
Presenters:
Daniel Berkal
Duration:
1 Hour
Format:
Audio and Video
Original Program Date :
Jan 29, 2020
Texas Creative is the world-renowned creative advertising portfolio program based in the Stan Richards School of Advertising & Public Relations at the Moody College of Communication of The University of Texas at Austin. A place that consistently turns out industry leading creatives and strategists that work in agencies around the globe. For those QRCs that work in communications, these people will become your future clients. But the world has rapidly changed. Different tools are available. The age of creative-test focus groups may be over. What are these people looking for in their qualitative research? What kinds of methodologies and approaches are most valuable to them? What are the needs of the modern creative industry? This workshop will be co-led by Ryan Romero, an industry leader who teaches the Texas Creative program and will incorporate several current students who are at the leading edge of advertising in a structured forum to help Quallies meet the needs of Creatives and vice versa. We all have lots to learn from each other.
The Palmerston Group
Daniel Berkal is SVP Research and a partner at Toronto’s The Palmerston Group. Daniel’s team has conducted literally hundreds of energetic focus groups of various sizes, in-depth interviews, ethnographies, accompanied shops, mystery shops, videographies and ideation sessions among consumers and professionals in North America, Central America, Europe and Asia. Daniel has worked on some of the most innovative brands in business and is best known for completely immersing himself in consumer environments. With projects featured in Fast Company and Forbes, he’s been called “Hands down, the most unique, thought-provoking and game-changing qualitative researcher in the business. Period.” Daniel holds degrees from McGill University and The University of Texas at Austin.
What is Everything Else?
Everything Else is a product category on Amazon that is meant to be a catch-all for items that don’t fit into any other categories. Over time, as the Amazon catalog has grown and more specific product categories have been added, Everything Else has become less useful and more of a junkyard for cast off and forgotten listings.
Until recently, however.
Why are items listed in Everything Else when they shouldn’t be?
The answer to this is fairly simple. Some sellers are using Everything Else as an opportunity to get around Amazon’s gated category requirements. For example, DVDs with an MSRP of over $25 are now gated Selling certain products and bran… More and require permission to list. So we’ve seen some sellers create new listings in Everything Else to get around these requirements. We’ve noticed similar “workarounds” for other gated or restricted Selling certain product categorie… More categories as well.
Amazon doesn’t like this. It just makes the catalog more of a mess than it already is and ends up creating a worse customer experience.
Keeping Austin Weird — Authentic Insight from Texas Creative
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