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."
This could also be of interest:
Research Papers
The creative role of research in developing new marketing opportunities
Catalogue: Seminar 1975: The Use Of Market Research In The Financial Fields
Author: J. H.M. Cockayne
Company: Acumen Fieldwork
February 1, 1975
Research Papers
The relationship between research and the creative process
Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Henri Joannis
 
June 1, 1966
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