Abstract:

To summarise, the essential conclusion that I have tried to argue towards is that the dichotomy between the creative man and the research man is false. The research man has got to understand what the creative man needs as he has to provide it. The creative man has got to know what research is about, how it is done, how long it takes, why it costs what it does and what is the worth of its findings if he is to make any use of it. It is thus essential that these two animals are at least in part able to perform each other tricks. By getting the creative man to play at being a research man it becomes possible to improve the quality of the real research that is carried out by the agency and secondly, it considerably improves the communication between the research department and the creative groups within the agency.