Research is often criticised for its failure to nurture innovative ideas. In response to this situation, this paper aims to establish the experience of UK-based advertisers and creative agencies in terms of research and idea development, in order to establish what role researchers should play.
Building innovation – must all researchers be 'vandals'?
Lucy BlakemoreGravity Planning & Research Ltd, United Kingdom
INTRODUCTION
Innovation is a notoriously tricky process, as anyone who has tried to bring a new or different idea to market will...
