We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper entitled: How to Get Better Creative from Better Insights.
The object was to see how the value of research and data is perceived in the creative process. The study identified substantial barriers in the realms of language, trust and systems. Not only were a number of issues identified, the Creative Council offered several recommendations to overcome these issues.