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Pocketguide to account planning part 2 How an ad gets made: From insights…

- - - - find ways around their white lies
  - - - screen out ppl you don't want
        
        client hires third party to find the right respondents
    - - focus group facilities
    - - usually the client will hire a moderator
    - - warm up questions
      - detailed story-telling
      - Second Story-telling
      - Third story
      - Figuring out how much time you need for each section can be challenging
        
        get to the meat
      - ask the kinds of questions people would never think to ask
  - - - randomize order of responses
    - - will the answers to these questions tell me something I don't already know?
- - - - be yourself vs. be like these models