we put research first
In the marketing world, ideas are easy. And that’s the problem. Shadow ABC removes the “I think” syndrome from the conversation. Generations of academic researchers have created a rich library of information. Every ABC project starts with a literature review in which we seek out pertinent theories, promising directions, and results from similar projects. We don’t work from the gut, shoot from the hip or rely on the so-called big idea that’s at the heart of the ad culture. Behavioral researchers will tell you that what humans say and what they do are two different things. Research cannot guarantee success, but it tremendously improves one’s chances. Our process has the side benefit of making projects run more smoothly, as stakeholders tend to get behind ideas that are evidence-based.