How Do Consumer Insights Influence the Creative Process?

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Summary

We know that human truths drive advertising creativity. The assumption is that you provide consumer insight to a creative professional, and they work their magic, choosing freely among appeal types. What’s not clear is what role the insight plays in the making of that magic. Here’s a preliminary roadmap for finding the emotional pulse of the creative process.

John Parker (john.parker@mq.edu.au) is a sessional academic at Macquarie University, Sydney, Australia. He has worked on a number of international brands, including P&G, Kellogg’s, Heineken, Optus, HSBC and Panasonic. His research interests include creativity, strategy and insightful problem solving in advertising.

Scott Koslow (scott.koslow@mq.edu.au) is a professor at Macquarie University. He researches advertising creativity and has worked with most major agency brands.

Lawrence Ang (lawrence.ang@mq.edu.au) is an associate professor of marketing at Macquarie University. He has a keen interest in customer relationship management, advertising effectiveness, media studies and consumer behavior.

Alexander Tevi (alexander.tevi@newcastle.ac.uk) is a lecturer at Nottingham Trent University in Nottingham, U.K. His recent move into academia follows many years of professional practice as a creative expert with global agencies. Tevi’s research efforts are focused on the creative process in marketing communications and product innovation.