Creative Research

One of the key reasons for the lack of genuine innovation in the 1990s is that researchers keep asking the same questions and using the same processes, with the result that predictable responses are obtained from consumers. Since there are nowadays so many 'expert' consumers, a new creative focus is required to encourage new kinds of consumer responses to be made. It is necessary to inject creativity into research, making use of both environmental stimuli and people, for it is these elements that make creative research more effective. It is essential, however, that researchers should be familiar with and confident in the use of creativity techniques.

A step in the right direction is to introduce a high level of interaction into consumer workshops in order to interpret the sensory experiences of the consumer. It is often the case that what consumers say and actually do conflict with one another. Knowing this and observing it may help us to intuitively read between the lines and make research more efficient and meaningful.

Source: Nuttall20

The need for creativity in research is no less than in any other area of marketing or management. If research is to provide useful information for helping organisations to gain a competitive advantage, it needs to be imaginative and capable of bringing forth equally new ideas, insights and viewpoints from respondents.

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