In my experience as an advertising person, the one thing we always wished we had was information on how actual people feel about things. How nice it would be to zip out a question like, "How do you feel about X?" and actually get a response.
Well, it looks like Don Q rum has actually figured out how to do that. And while I'm not sure how it benefits their brand, it could definitely have implications for other brands.
They (and what I assume is their agency) have put together a little thang called LadyData. The basic premise seems simple: Ask a panel of Ladies questions and then allow them to provide a response. It seems to me that their goal is kind of Mystery Method in nature and that they not only boost your male aura as a fancy rum drinker but boost your means of seducing the feminine sacred by being a Don Q drinker.
Whatever their goals, what they have succeeded in putting together is a fairly interesting little program that allows you to view those responses, the specific ladies that voted and filter said information by age, location, education, etc.
A smart agency would try to sell this to other clients as a real-time research tool.
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