Abstract:

It may come as no surprise that research is seldom praised for its ability to nurture innovative ideas. We've interviewed some international and UK-based clients and creative agencies about their experiences of research in idea development, and decided it's time to take a fresh look at how researchers fit into this process. Taking inspiration from the building industry, this paper looks at how researchers can make a more constructive contribution to the innovation project team and step out of the role of destructive delinquents.