WHAT ARE YOUR THOUGHTS IN REGARD TO CONSUMER RESEARCH?
| posted by Joe KieferWhat are your thoughts and experiences in regard to consumer research? Culture Current Research wants to know what creatives and designers are thinking about research these days.
Our company is unlike any you have worked with, for sure.
Feel free to reach out. www.culturecurrent.net but please take a minute and let us know your thoughts about research by responding to this post. We are curious to know what you think.
Comment
Recent Comments | 2 Total
August 3, 2008 at 4:49pm
Fran FormanI think research is great when it is used to guide and support design and creativity but not when it is used to over-rule or inhibit it. Gathering the right kinds of consumer insights is an art and science in itself as there are so many methods and tools - the trick is to choose the right one for the right context or question.
August 5, 2008 at 3:05pm
Michael McGrath-SingInsight can be a very powerful tool when applied and filtered correctly. I agree with Fran in that research should never inhibit creativity. It should inform and provide a fresh perspective to the creative approach. That said, I would be enlightened to see a research firm that could actually provide creative recommendations based on their research more so than just conclusive data. And by creative recommendations, I don't mean creative executions or tactics, I mean creative approaches to the problem. I.e.: "Based on our findings, we think you, the agency/client would be best served in developing a disruption strategy for your particular problem because our research indicates that..." You get the idea.