Putting creativity back into creative development research

Creativity is ever more essential for marketing, and research must now become more creative in order to assist creative development.

Putting creativity back into creative development research

Chris Stride

Creative excellence should flow from creative development research. The creatives should be key clients of such research and should welcome the insight that it can provide. Rarely does this happen.

This is because consumer research is most often used as an evaluative tool rather than a developmental one. Its role increasingly is as a dispassionate tool to weigh up the benefits and risks of adopting a particular course of action. Good ideas can fall by the wayside during this process because, rather than being nurtured and developed in the light of...

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