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All Research is Creative

Agencies and clients agree that research-driven customer insights play an important role in the development of effective marketing and creative campaigns. At the same time, I’ll bet relatively few think of research as a creative process or discipline.

The fact is, all research is (or should be) creative. The best researchers approach their work with an open and creative mindset that skillfully uncovers the information to successfully drive creative development. The constraints of time and budget—facts of life in the business world—should never be an excuse for missing out on insights that support business growth and lead to game-changing creative campaigns. much more at: https://www.jschmid.com/blog/all-research-is-creative/

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