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When brands and agencies take a look at qualitative and quantitative data to come up with big ideas, they look for the little things. Sure, there are the broad strokes of demographic data, but for a campaign to really sing, you’ve gotta find that one piece of insight that hits like a thunderbolt.
In the case of Buffalo Wild Wings, someone, somewhere, at some point found out that there is a 30 percent increase in vasectomy procedures during the NCAA men’s basketball tournament.