One of the most frustrating yet avoidable issues facing marketing researchers today is having a great strategic idea die because the concept it is being judged by is poorly written. Concepts are not ads, but they are often written like them. And when they are written from the client’s perspective, they will likely be compelling to the client but probably not so much to the customer. Learn how to write truly compelling concepts in this informative yet light-hearted session. This presentation aims to inspire all marketing researchers to never let a poorly written concept make it into a study ever again.