Who's Killing Creativity Now?
In the current media, brand and communications landscape, market research has long been accused of killing creativity. In this thought piece Ipsos Connect's Tara Beard-Knowland looks at the increasing tension between the need for personalisation versus data science.
Creativity is important to brand success, but is often hard to measure. Does that mean the need for data-driven content and communications is more important?
This paper will investigate:
- The role insight plays in building successful campaigns
- The need for personalisation
- How to solve the tension between data and creativity
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