Creativity and Market Research - Compatible or Incompatible?

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...