Abstract:

Innovation and differentiation are the buzzwords in any client organization - and if market research is looked upon as lacking the ability to provide creative solutions - or, even worse, as killing the creative spark - then we as an industry are in a danger zone. This presentation addresses solutions to the perceived (or real) absence of creative thinking among the research fraternity. The focus of this presentation is on three main areas: how creativity is defined; what prevents researchers from being creative; and where we can look for solutions.