Compared to five years ago, are Big Ideas most often driven by:

Responses  Number of Responses  Percentage product design 20 12% product benefits 13 8% added-value services 26 15% advertising 13 8% promotions 15 9% technology 29 17% databases 2 1% research/information 26 15% other 26 15%  Total 170

other Verbatim Responses

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What are the primary sources of Big Ideas?

Responses Number of Responses  Percentage internal resources 48 29% advertising agencies 16 10% promotion/marketing services firms 23 14% consulting firms 7 4% focus groups 13 8% news media 7 4% competitive activity 20 12% other 34 20%  Total 168

other Verbatim Responses

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Which factor most hampers the implementation of Big Ideas?

Responses Number of Responses  Percentage inadequate funds 25 15% inadequate management support 56 34% short-term pressures 47 28% inability to measure results 19 11% other 20 12%  Total 167

other Verbatim Responses

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What is your definition of a Big Idea?

Verbatim Responses

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How do you measure the success of a Big Idea?

Verbatim Responses

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Do you work at:

Responses Number of Responses  Percentage client 23 14% ad agency 29 17% promotion agency 22 13% direct agency 1 1% PR firm 11 7% consulting firm 24 14% marketing services company 15 9% media firm 5 3% retailer 6 4% other 33 20%  Total 166

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Number of years in marketing?

Responses Number of Responses  Percentage fewer than five 31 18% 5-10 44 26% 10-15 28 16% over 15 69 40%  Total 172