Category Archives: Creative development

Researcher sought after murder of great creative idea

“Research kills great creative ideas”.  I heard it first when I started work at Leo Burnett in 1981, and hardly a month goes by without it being trotted out once more by some agency figure.  What’s to be done? It’s … Continue reading

Posted in Advertising, Creative development, Qualitative research | Tagged , , , | 1 Comment

Research is not reality

Do you believe that qualitative research reflects ‘reality’?  I don’t, and I can’t say it bothers me. Isn’t this an irresponsible position for a qualitative researcher to adopt?  How does it help an industry that is striving to achieve the … Continue reading

Posted in Advertising, Creative development, Market research, Qualitative research | Tagged , | 4 Comments

Why aren’t creative teams involved in creative development?

In 25 years of researching advertising ideas, I have met the team that created the work on fewer than a dozen projects.  This is madness.  Everyone would acknowledge that, if researchers are to make an effective contribution to the development … Continue reading

Posted in Advertising, Creative development, Market research, Marketing, Qualitative research | Tagged , , , | 5 Comments