Insights Chats which created a lot of buzz was the one on the topic: What Insights and Creative Agencies Can Learn from Each Other.
Jonathan Rhodes from Linney did an amazing job and told many good stories and examples. Here are my random notes.
- The language that researchers and creatives use often means different things, and it can be a barrier.
- Research communication depends on the type of creative being built, but also on the character of the creative in charge.
- Insights and research are there to open up the creative process, not to shut it down.
- (Most of) creatives hate testing as a word and the concept behind it, where you have a winner.
- Conducted research serves as a playbook for creatives which comes at the beginning of the process.
- Most clients want to know if any AI is used in creative creation, and many of those oppose it.
- Humans don’t change as much as we think they do.
- The power of design should never be underestimated.
- Researchers can learn the power of conviction from creatives and how to get out of analysis paralysis. 🚶🏼
Check the full episode here. 👇🏻