Igniting innovation in researchers - leaping after you look

Anjali Puri, Tara Prabhakar and Shashikala Raj

Innovation and differentiation are the buzzwords in any client organization, and if market research is looked upon as lacking the ability to provide creative solutions - or, even worse, as killing the creative spark - then we as an industry are in a danger zone.

Igniting innovation in researchers – leaping after you look

Anjali Puri and Tara PrabhakarACNielsen ORG-MARG, India

Shashikala RajUnited Breweries, India

INTRODUCTION

The absence of creativity has long been a common accusation against the market research fraternity, and one that leaves most of us with traces of indignation, irritation or sheepish identification – or a mix of all three – depending on our perspective and our blinkers about our own 'creativity'. But whether we acknowledge it as myth or reality, the perception that research and creativity are opposing forces is a fairly popular one and needs to...

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