Creative development research

Creative development research’s role is to make brands’ communication ideas more effective. There are five areas to consider when embarking upon creative development research: what are your expectations from the study? Who is the client? What method is best? And who are you going to hire? While many things in media and marketing comms have changed, the key tenets of creative development research are as valid as ever, though some techniques used in groups have changed.

Creative development research

Merry Baskin

Baskin Shark

Merry Baskin advises on the most successful methods of developing creative through group research to enhance brand communications

Cadbury’s ‘Gorilla’: expressions in research groups mattered more than words

Creative development research is not about critiquing, evaluating or ‘testing’; its role is to enhance and improve – to help make your brand’s communication ideas more effective. Qualitative research can be deployed to good effect at three different stages in the communications development process: Strategic development: understanding the relationship of the consumer to the product category in general and the brand in particular, identifying the...

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