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Can research join in the creative process?

Date of publication: November 28, 1973

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Authors: Robin T. J. Tuck, Jill Firth

Abstract:

In this paper we are presenting a view of what is for us so far the best approach to research in the creative process. We are doing this because we believe there may be many others who work in the same way as we do, more or less by instinct. It may be helpful to them to see our explanation of what we think we are trying to do, and our attempt to puzzle out why we are doing it

Robin T. J. Tuck

Author

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Jill Firth

Author

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Tuck and Firth (1973a, November 28). Can research join in the creative process?. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/how-research-can-have-greater-creative-utility