Creativity and Market Research - Compatible or Incompatible?

Mick Williamson and Janet Kiddle

Suggests that the industry (i) needs to promote, monitor and reward creativity and move away from its 'market research' image, and (ii) needs 'champions' for creativity who can take a high-profile role in publicising such work.

Creativity and Market Research Compatible or Incompatible?

Janet Kiddle andMick WilliamsonThe Research Business International

Introduction

The central premise of Mark Earl's inspiring paper last year was that the Age of Marketing is dead and that we are in a new age the Age of Creativity. He feltthat market research needed to develop a new set of principles if it were to embrace this new age based upon ideas and inventions. He also made some suggestions as to what these should be.

Mark is not alone in saying the world of market research needs to change...

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