6 ways to put the science back in creative development research
Qualitative research needs to move from focus groups, embracing the tenets of behavioural and social sciences, to adopt techniques that recognise irrational, emotional decision triggers - what people really think, not what they say. Caroline Hayter of Acacia Avenue outlines six rules for achieving accuracy in researching creative.
"While the research industry claims to acknowledge the importance of emotional response, the reality is that commissioners, practitioners and users of qualitative research pay no more than lip service to it"
It was 1974 when Alan Hedges...