When research meets creativity: Finding the right balance

Picture this.

A creative team shares a new idea for a campaign. It feels bold. It feels new. It feels different from what competitors are doing.

The team is excited. You are excited. Everyone in the room feels the energy.

Then someone asks, “Has it been tested?”

The mood changes.

The talk moves from big ideas to careful thinking. People start asking more questions. More research is requested. More data is gathered. More opinions are shared.

A few weeks later, the campaign gets approved. But now, it feels safer.

Many marketers have seen this happen. It helps explain a big question in marketing:

Does research make ideas better, or just safer?

Research and creativity are not opposites

During a recent CMA Creativity Council meeting, experts talked about this exact question.

The group agreed on one key idea:

Research and creativity are not fighting each other. They work best together.

The problem is not choosing one over the other. The real goal is knowing how to use both well.

Research is a tool

Research is important. But it should not make the final decision.

Research can help by:

• Giving useful insights about people,
• Helping build a strong plan,
• Checking if ideas make sense, and
• Showing results after a campaign runs.

But research should not:

• Replace creative thinking,
• Make every decision, or
• Be used to prove a point someone already decided.

Good research starts with one question:

Why are we doing this, and how will we use it?

Creativity drives results

Creative work is not just about being fun or interesting.

In marketing, the main goal is to help a business grow.

Creative ideas can:

• Build strong brands, 
• Connect with people, and
• Create interest and excitement.

But in the end, they should help sell a product or service.

As one idea from the discussion explained:

“The job is to sell. Building culture helps us get there.”

Testing can help big ideas

Many people think testing slows ideas down.

But the group shared a different view:

Testing can actually help teams take bigger risks.

Testing can:

• Let teams try many ideas before choosing one,
• Build confidence in bold ideas, and
• Lower the risk of failure.

The key is to use testing the right way and understand its limits.

People still make the final call

Even with data and research, people still matter most.

Great marketing comes from a mix of:

• Research
• Customer understanding
• Business goals
• Creative ideas
• Experience

When research and creative thinking do not agree, leaders must decide what to do.

But the best results come when everyone works together and trusts each other.

Key takeaway

The biggest lesson is simple:

Research and creativity work best in order, not in conflict.

Research helps find the problem and understand the audience.

Creativity turns that into ideas people notice, remember and act on.

When used the right way, research does not limit creativity.

It helps it grow.

Authors:
Aurelio Diluciano, Senior Vice President, Head of Strategic Growth, Ipsos
Ryan Taylor, Senior Art Director, BMO BLUE REWARDS

Contributor:
Ted Doering, Senior Vice President and leader of Ipsos Canada’s Creative Excellence Service Line, Ipsos