Serendipity Book: Good line up at the Market Research Society Conference this year

I'm off to the Market Research Society conference in Brighton later this week. The line up looks pretty good with nearly as many ad planners and clients as there are researchers up on the podium this year.

This is my list of 10 must-see papers (the links take you through to the abstracts)...

Robert Heath & Paul Feldwick on 50 years using the wrong model of TV advertising
Mark Earls with "In me 'ead son"
Ray Poynter of Virtual Surveys and Future Place on Research 2.0, Walking the Talk
John Kearon (BrainJuicer) on Predictive Markets: Is the Crowd Consistently Wise?
Russ Lidstone (EURO RSCG) and Rob Thomas (Practical Semiotics) on Semiotics. What is it? What can we do with it?
James Cherkoff and Johnnie Moore on Co-creation rules: the new realities of marketing in a networked world
Pete Comley of Virtual Surveys on Becoming Carbon Neutral - All Hype or Clever Business Practice?
Nick Southgate (Grey) on Research in the age of superfluity
Douglas Dunn on Tuned In Research on New Approaches to Youth Research
Merry Baskin of Baskin Shark and Judie Lannon of Market Leader on Tomorrow's research: full circle into the future

It's going to be a very busy few days. Say hello if you see me.

Picture credit: the big bambooly

Books By My Bedside

Gordon Torr: Managing Creative People: Lessons for Leadership in the Ideas Economy
I hope Gordon didn't choose that subtitle. It seems below him somehow. Grubby even. His book is, he insists, the first attempt to fully explore how to get the best out of creative people. I'm currently half way through and loving every bit of it. More soon. (****)
Randall Rothenberg: Where the Suckers Moon: The Life and Death of an Advertising Campaign
Rothenberg is a long time NYT journalist who went on to be editor of Ad Age and is now president and CEO of the Interactive Advertising Bureau. Where the Suckers Moon is an implausibly detailed account of the pitch and subsequent development of an ad campaign for Subaru USA. The book ends with Wieden's Subaru ads being voted dead last by consumers on Superbowl Sunday in 1993. It's quite a ride. (*****)
Joshua Ferris: Then We Came to the End
The rythyms of life in a Chicago ad agency during a recession. The writing is a bit too staccato for my liking and the characters are all long gone before you can get to know them. Nonetheless, it is about as close to home as you can get. (***)
Nick Davies: Flat Earth News: An Award-winning Reporter Exposes Falsehood, Distortion and Propaganda in the Global Media
Davies finds his colleagues in the media guilty of systematically recycling press releases and news agency output without checking the facts or seeking to find the truth. Shame he doesn't even attempt to seek a solution. (****)
Sam Delaney: Get Smashed!: The Story of the Men Who Made the Adverts That Changed Our Lives
Enjoyable romp through the history of (mostly British) advertising containing some (possibly apocryphal) tales from those that lived through it. (*****)
Mark Tungate: Adland: A Global History of Advertising
Tungate manages to make the history of advertising boring. Quite an achievement. (**)
Robert Johansen: Get There Early
The Institute for the Future's president Bob Johansen gives us the benefit of his 30 years as a trends forecaster and futurist. (***)
Joe Moran: Queuing for Beginners: The Story of Daily Life from Breakfast to Bedtime
Watching the English revisited. Joe Moran digs into the Mass Observation archive (and a lot more besides) to tell the story of how everyday British habits have changed over the last century. (****)
Oona Strathern: A Brief History of the Future; How Visionary Thinkers Changed the World and Tomorrow's Trends Are 'Made' and Marketed
A worthy attempt at pulling together the history of futurists and trendspotters. Nice companion to 'Where's my Jetpack?' (****)
Jim Taylor & Steve Hatch: Rigorous Magic: Communication Ideas and Their Application
A valiant but ultimately flawed attempt to codify and assess the value of different types of communications ideas. The typology they have created is useful but they fall down when it comes to providing workable definitions (e.g. between an 'emotional platform' and a 'brand idea'). Furthermore, being media men they are predictably in thrall of those kinds of ideas that media agencies can control ('activation' and 'symbiotic' ideas), less enthusiastic about 'brand' ideas and brazenly critical of the value of 'advertising' ideas. (**)
Stuart Maconie: Pies and Prejudice: In Search of the North
Imagine if Pevsner was written by Nick Hornby. Maconie fights his demons about living in the South of England by going back home to the North. Supposendly a travel book, this is Maconie's humorous and informative take on the North-South divide. (***)
Mark Earls: Herd: How to Change Mass Behaviour by Harnessing Our True Nature
Mark Earls, the professional contrarian and erstwhile Head of Planning at Ogilvy London has developed his ideas about herd thinking into a book for all to see. (****)
Dick Taverne: The March of Unreason: Science, Democracy, and the New Fundamentalism
If you like Ben Goldacre's Bad Science column in The Guardian then you will enjoy this. I don't agree with all of it but then that's part of the point. (***)
Andrew Marr: My Trade: A Short History of British Journalism
Andrew Marr writes his autobiography under the guise of authoring an insider perspective on the world of news journalism. Fascinating and written with a light touch. Not as ambitious as it might have been but riveting nonetheless. (****)
David Freud: Freud in the City
David Freud (great grandson of Sigmund) tells of his exploits in the City of London as British investment banking changed irrevocably after the 'Big Bang' of 1987. An erstwhile journalist, Freud tells a good yarn and provides an interesting and jargon-free look inside the workings of the City of London. (***)