How to Make Creative Development Research Work

Roddy Glen

Qualitative creative development research (CDR) is often highly contentious and has, over the years, been stigmatised by the advertising industry, latterly for not developing new tools to match new advertising. To be berated for lack of invention by an industry withered by resistance to change seems ironic. At the Market Research Society's conference in March, I suggested it is time for the advertising industry to change its relationship with CDR.

Creative development research is crucial to the success of ad campaigns. If used in the right way, it can help creative teams achieve better-informed, more creatively astute work. Without it, advertisers are in danger of creating increasingly offbeat campaigns that don't motivate their target audiences. The enduring negative perceptions of CDR within the advertising industry, however, undermine the value it has to offer.