Tom Goodwin
Creative Researcher @X Marks The Spot
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WORK HISTORY
Creative Researcher @X Marks The Spot
London, GB
X marks the spot is an idea development research agency focusing on helping clients develop brand, product and communications ideas.I set up X marks the spot because I was frustrated by the way that the qual research industry is fixated on the wrong thing. They do not keep their eyes on the prize: a great idea that has tremendous emotional power. Instead they tend to rationally test ideas because it is hard to get people to articulate their emotional response in a traditional group setting (in my experience it is unrealistic to expect emotional articulacy in a room full of eight strangers under test conditions). The problem with this approach is that ignoring how brand, advertising and product ideas makes people feel means missing the emotional impact of that idea. I believe that this emotional impact is the key to understanding the quality of an idea, so in essence traditional research often misses the most important effect of an idea.So X marks the spot has a different approach – one that focuses on uncovering the emotional impact of an idea. I have developed lots of techniques for bringing out an emotional response from research to balance the rational one. I believe this approach helps brands develop better ideas because it provides more meaningful results that improve the quality of ideas by boosting their emotional impact.
EDUCATION
Sheffield Hallam University
Bachelor of Science (BSc)
SKILLS
ABOUT TOM GOODWIN
I have over 17 years of experience working in the planning and research industry. This experience includes three years in product R&D, six years spent as a digital planner at Tribal DDB and eight years as an ATL planner at Fallon. My main passion has always been to create great ideas. And I have been lucky enough to work on some truly great ones including Sony BRAVIA and Glass and a Half Full Productions (as well as many other less famous examples). I am passionate about these great ideas because they all had a transformative effect on the clients business. I set up X marks the spot because I was frustrated by the way that the qual research industry is fixated on the wrong thing. They do not keep their eyes on the prize: a great emotionally powerful idea that can fundamentally change a brand fortunes. Instead they focus on rationally testing the strategic rightness of ideas and ignore the quality of the idea (its creative power). So X marks the spot is a creative idea development specialist research agency with a different approach – one that focuses on developing the emotional quality of the idea in order to help clients develop a truly great idea that transforms their business.
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