The main change inflicted on advertising by account planning is, to approach every marketing challenge, starting with the consumer. Traditionally qualitative research has been conducted via focus groups, but it is the Jon Steel style of focus group - focus groups in a creative way - that has changed the way some agencies apply this kind of research. “The best research and strategic thinking in the world is absolutely worthless without a creative executions of similar stature,” Steel said. The goal, in turn, is to create and maintain a meaningful relationship with the consumers.