Avoiding the rush to judgment

This piece introduces four articles on how research can add to creativity. It emphasises that the following features do not concentrate on pre-testing and suggests that, in this cash strapped time, there is a temptation to neglect the development phase.

Avoiding The Rush To Judgment

Put the words 'advertising development' and 'research' together, and the chances are most marketers will say 'pre-testing'.

That is not what this month's Admapis discussing, except in the sense that any research can...