Making research play its part not only before and after the creative process, but during the process. Traditionally, research was used to make preliminary studies , then to make tests on the finished advertisement. With the approach which we propose, research becomes much more integrated into the process of creation. Certainly it provides the psychological background and it is responsible for tests to establish the end-results of the communication. But moving beyond this, it also influences the whole creative process. In this area it does far more than bringing techniques of free interviews or of sampling. It brings a certain idea of man and of the type of information likely to influence him. Research creates a whole set of psychological attitudes underlying the whole of creative work.