Connecting Research and Creative Talent

Understanding how research and creative industries can avoid the “lost in translation” syndrome

Workshop overview

When the research and creative industry, from art directors to copywriters, work together they deliver exciting work and business successes. Researchers are keen to know more about the creative process and how market research can contribute to advertising, design and creative concept development.   Creative talent know that research can support them in gaining concrete insights into consumer needs.  Working together can, however, be a challenging process: how many stories do we hear about opportunities that got "lost in translation" between these two worlds? Using best practice case studies from world class brands in the areas of luxury brands, advertising and the design industries, this workshop will provide new foundations to help the creative industry and research professionals to work in synergy.  Led by publishing and creative industry veteran Marco Bevolo and marketing intelligence authority Simon Wilson, delegates can expect to:

• Understand creativity in general - a basic introduction to what is it from a human sciences viewpoint
• See examples of how the creative process is structured in an organizational business context - specifically in advertising and design industries
• Streamline research for creativity - including qualitative research and selected quantitative methodologies.
• Learn from case histories that show how process integration facilitates synergy between research and creative talent.
• Learn to foster relationships with creative professionals

Workshop Leaders 

Marco Bevolo
Director Foresight & Trends, Philips Design, Netherlands

Simon Wilson
Director, The Hasley Group, UK