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The opportunities and limitations of creative research

Date of publication: June 1, 1966

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: John J. Stork

Abstract:

My paper is a plea for common sense in creative research. Research can make an enormous contribution to the development of effective advertising, but it remains a rough-and-ready affair for all the apparent sophistication of some of the systems proposed. Let us make sure the limitations are widely recognised - and then we can use the results sensibly as "aids to judgement."

John J. Stork

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Stork, J. J. (1966a, June 01). The opportunities and limitations of creative research. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-relationship-between-research-and-the-creative-process