--- title: "The100:  interstitial viewing, everybody lying and the Righteous Brothers" description: "Creativity being killed by data THE (Sir) John Hegarty is pretty damning over what data has done to marketing and advertising: “Data is great at giving you information, giving you knowledge; but it doesn’t give you understanding and that is its great failing.” He goes on: “The focus on data is the root cause of the …" image: https://hello.watchmethink.com/hubfs/Untitled%20design%20(25).png --- [![Bombayworks logotype](https://hello.watchmethink.com/hubfs/raw_assets/public/WatchMeThink_September_2023/images/wmt-logo_inverse.svg "Bombayworks logotype")](https://watchmethink.com/) - [What we do](https://watchmethink.com/#) - [Watch Me Explore](https://watchmethink.com/what-we-do/watch-me-explore) - [Watch Me Develop](https://watchmethink.com/what-we-do/watch-me-develop) - [Watch Me Use](https://watchmethink.com/what-we-do/watch-me-use) - [Watch Me Shop](https://watchmethink.com/what-we-do/watch-me-shop) - [Who it's for](https://watchmethink.com/#) - [Consumer Insights](https://watchmethink.com/who-its-for/consumer-insights) - [Shopper Insights](https://watchmethink.com/who-its-for/shopper-insights) - [Category Management](https://watchmethink.com/who-its-for/category-mangement) - [Innovation & Product Development](https://watchmethink.com/who-its-for/innovation) - [Sensory & Consumer Science](https://watchmethink.com/who-its-for/consumer-science) - [Packaging](https://watchmethink.com/who-its-for/packaging) - [Marketing](https://watchmethink.com/who-its-for/marketing) - [About](https://watchmethink.com/about) - [The 100 Blog](https://blog.watchmethink.com/) - [Contact](https://watchmethink.com/contact) - [Login](https://watchmethink.com/dashboard) - [Sign up](https://watchmethink.com/#) - [Corporate users](https://watchmethink.com/account/register/client) - [Request registration here](https://watchmethink.com/account/register/client) - [Consumer](https://watchmethink.com/account/register/contributor) - [Get paid to review products](https://watchmethink.com/account/register/contributor) Menu # The100:  interstitial viewing, everybody lying and the Righteous Brothers - Home - [Blog](https://hello.watchmethink.com/blog) - The100:  interstitial viewing, everybody lying and the Righteous Brothers - [Blog home /](https://hello.watchmethink.com/blog) [Alistair Vince](https://hello.watchmethink.com/blog/author/alistair-vince) 06/28/2018 [The100](https://hello.watchmethink.com/blog/tag/the100) [0 Comments](https://hello.watchmethink.com/blog/the100-interstitial-viewing-everybody-lying-and-the-righteous-brothers#postComment) 1 Minutes **Creativity being killed by data** THE (Sir) John Hegarty is pretty damning over [what data has done to marketing and advertising](https://www.marketingweek.com/2018/06/13/john-hegarty-great-advertising/): > “*Data is great at giving you information, giving you knowledge; but it doesn’t give you understanding and that is its great failing*.” He goes on: > “*The focus on data* *is the root cause of the problem, making big brands risk averse and ‘boring’, too focused on saving money instead of generating growth*.” Ouch. **Everybody Lies?** David Ogilvy: > *“Customers don’t know what they feel, don’t say what they know, and don’t do what they say. Market research is three steps removed from real behaviour.”* ? [We can help you get around that little enigma](https://www.blog.watchmethink.com/oh-no-i-dont-oh-yes-you-do/) 😉 **Research is useless if it’s not noticed** > “*The academic’s cliché, “more research is needed”, is not necessarily true. Often all the necessary research has been done, but it has not been assembled and systematically reviewed. [Or it has been systematically reviewed, but not enough people have noticed](http://timharford.com/2018/06/why-its-important-to-gather-the-evidence-but-easy-to-forget-it-even-then/)*.” **Intentional, interstitial, and invisible** On the theme of *‘if it’s not viewed, it’s useless’*, Dan Pink [looks at](https://www.theatlantic.com/technology/archive/2018/06/the-future-of-television-is-being-able-to-pick-shows-by-length/562547/)[emerging](https://www.theatlantic.com/technology/archive/2018/06/the-future-of-television-is-being-able-to-pick-shows-by-length/562547/)[patterns of TV consumption](https://www.theatlantic.com/technology/archive/2018/06/the-future-of-television-is-being-able-to-pick-shows-by-length/562547/): > *“…focus less on the technologies of distribution and more on the patterns of consumption—yields new clues about both the economics of media and the design principles of its creation.”* We could apply his thinking to how we do our business comms by making use of interstitial periods? - 5m summaries, not 90m debriefs; - information available in chunks; - high availability (and adaptation) for smaller format consumption? **Plus ça change?** Marketing evolves (it has to). And yet much doesn’t change. Mark Ritson is clear that [the professional challenge of marketing has remained the same for the past 40 years](https://www.marketingweek.com/2018/06/26/ritson-understanding-customers/): > *“The search for differentiation. The need to understand a changing customer. The battle for brand supremacy against your fellow marketer. The need to stay ahead.”* **Ahhh so that’s why…** Turns out [the year we’re born dictates what music we like](https://www.nytimes.com/2018/02/10/opinion/sunday/favorite-songs.html). The most influential period for men being 13-16; for women 11-14 (and [in case you need help remembering](https://www.mybirthdayhits.co.uk/1968-04-01/)). Unchained Melody by the Righteous Brothers on my [16th birthday](https://www.mybirthdayhits.co.uk/)? Explains a few things. **I’m not a huge football fan** Sorry. But seeing as it’s the FIFA world cup – with apologies to our US, Italian and Dutch (and now German) readership –  it would be remiss of me to not include something football related. How about [these superb football pitches](https://www.theatlantic.com/photo/2018/06/photos-soccer-fields-around-the-world/562862/) from around the world? --- #### Tag: [The100](https://hello.watchmethink.com/blog/tag/the100) #### Share: - [Follow us on Facebook](http://www.facebook.com/share.php?u=https://hello.watchmethink.com/blog/the100-interstitial-viewing-everybody-lying-and-the-righteous-brothers) - [Follow us on Twitter](https://twitter.com/intent/tweet?url=https://hello.watchmethink.com/blog/the100-interstitial-viewing-everybody-lying-and-the-righteous-brothers&text=The100:%20interstitial%20viewing,%20everybody%20lying%20and%20the%20Righteous%20Brothers) - [Follow us on Linkedin](http://www.linkedin.com/shareArticle?mini=true&url=https://hello.watchmethink.com/blog/the100-interstitial-viewing-everybody-lying-and-the-righteous-brothers) - [Follow us on Pinterest](http://pinterest.com/pin/create/button/?url=https://hello.watchmethink.com/blog/the100-interstitial-viewing-everybody-lying-and-the-righteous-brothers&text=The100:%20interstitial%20viewing,%20everybody%20lying%20and%20the%20Righteous%20Brothersdescription=Creativity%20being%20killed%20by%20data%20THE%20(Sir)%20John%20Hegarty%20is%20pretty%20damning%20over%20what%20data%20has%20done%20to%20marketing%20and%20advertising:&media=https://3461170.fs1.hubspotusercontent-na1.net/hubfs/3461170/Untitled%20design%20%2825%29.png) --- --- ## From the archives If you like The100, maybe even found it vaguely enjoyable (steady now), you can have a ganders at our previous issues. 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[The100](https://hello.watchmethink.com/blog/tag/the100) 04 September, 2026 #### [The100: Patterns that aren't, time well spent and the knights of Arundel](https://hello.watchmethink.com/blog/the100-patterns-that-arent-time-well-spent-and-the-knights-of-arundel) The leadership of sound bites It’s a strange old time in research and insights at the moment, eh?… [Read More](https://hello.watchmethink.com/blog/the100-patterns-that-arent-time-well-spent-and-the-knights-of-arundel) [The100](https://hello.watchmethink.com/blog/tag/the100) 21 August, 2026 #### [The100: Neurononsense, the gym test and the Republic of Olvana](https://hello.watchmethink.com/blog/the100-neurononsense-the-gym-test-and-the-republic-of-olvana) Cite me if you can If I had a cent for every time I heard “95% of purchase decisions are… [Read More](https://hello.watchmethink.com/blog/the100-neurononsense-the-gym-test-and-the-republic-of-olvana) [The100](https://hello.watchmethink.com/blog/tag/the100) 07 August, 2026 #### [The100: Discount loops, The Batman Effect and crimes against the Y axis](https://hello.watchmethink.com/blog/the100-discount-loops-the-batman-effect-and-crimes-against-the-y-axis) Yellow sticker syndrome Mark Ritson has staged an intervention against price promotions and given… [Read More](https://hello.watchmethink.com/blog/the100-discount-loops-the-batman-effect-and-crimes-against-the-y-axis) - Get started - [Login](https://watchmethink.com/account/login) - [Sign up: Corporate User](https://watchmethink.com/account/register/client) - [Sign up: Consumer](https://watchmethink.com/account/register/contributor) - Resources - [Terms for Thinkers](https://watchmethink.com/terms) - [Terms for Adhoc Work](https://watchmethink.com/terms-for-adhoc-work) - [Terms for Subscriptions](https://watchmethink.com/terms-for-subscriptions) - [Terms for Agents](https://watchmethink.com/agent) - About - [Contact us](https://watchmethink.com/contact) - [About us](https://watchmethink.com/about) - [Blog](https://blog.watchmethink.com/) - [Privacy policy](https://watchmethink.com/privacy) - [Equality, diversity and labour standards](https://watchmethink.com/equality-diversity-labour-standards) - Social - [LinkedIn](https://www.linkedin.com/company/watch-me-think) - [Twitter](https://twitter.com/watchmethink) ![cyber-essentials-plus](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/cyber-essentials-plus.png?width=96&name=cyber-essentials-plus.png "cyber-essentials-plus") ![mrs-logo-cps](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/mrs-logo-cps.png?width=216&name=mrs-logo-cps.png "mrs-logo-cps") ![watch](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/watch.png?width=213&name=watch.png "watch") Watch Me Think © 2025. 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